just dance 2022
As contract art director for Ubisoft’s San Franciso office, I was tasked with the retail design system development of the 2022 edition of their beloved game title; Just Dance.
previous retail packaging of the Just Dance game franchise
Five conceptual design directions were created, one for each of the creative territories and it’s accompanying visual mood board.
The five initial concepts were also presented in digital mobile formats, as well as online game store assets to suggest how they would play out across the various consumer touchpoints that are part of the gaming industry’s digitally dominant retail landscape.
A testament to the brief-grounded strategic approach I took to the project, the client was able to select a concept direction to move forward from the first presentation, without needing to see revisions or additional concepts. Something that had never happened before in the current brand team’s tenure with the Just Dance brand.
“360° of Fun” final key artwork and physical packaging in it’s final released state across it’s various gaming platforms.
Once the key artwork was finalized, we developed a comprehensive Tool Kit to assure that the JD 2022 visual story-telling was consistent as the creative assets were shared across Ubisoft’s various offices, departments, and with outside vendors and partners.
sample pages from the Just Dance 2022 Tool Kit
Lastly, we created a Social Media Tool Kit to guide the social design team in developing assets that were relevent to the JD 2022 visual story, but were also on-point & on-trend with the ever-changing and “ADD” nature of social media, as well as being easy and fast to produce.
sample pages from the Just Dance 2022 Social Media Tool Kit