Project Brief
Uber showed themselves to be a reflexive and robust marketing & PR partner in 2016. Whether Liquid & Uber were tearing up the streets of Boston in Monster trucks & Supercars for Blizzard's Overwatch activation Uberwatch (which I developed as Design Director)
Or, in this instance, plucking around the streets of Seattle in Mini Coopers styled as Final Fantasy's famed Chocobos, for PAX West. Every time we partnered with them, it was above-the-fold news on all gaming and young adult newswires. Impact and retention lived on well past each activation's short cycle.
The Idea
Square Enix loved the idea of a partnership with Uber. It would be sort-of a 'Trojan Horse' to have guests get in on our gaming experience before they even hit the PAX West convention center doors. It would also be a way to avoid high showroom fees. It was also much cheaper than buying OOH spaces near the convention center.
The initial plan was easy. When fans and convention goers we're ready to goto the PAX convention center, and we're leaving their area hotel, they would hail an Uber. Little did they know that using UBER's services in this location would summon a Mini Cooper skinned as Final Fantasy's lovable and unmistakable character, the Chocobo. Complete with game-centrically dressed cosplayer & driver. Once inside the themed Mini, fan's would be treated to Final Fantasy XV exclusive launch swag. And if lucky enough to be picked up in the 'rare' White Chocobo (more on that below), have the chance to win an developer autographed pre-release copy of the game itself!
The activation was dubbed UBERXV. It came with a designated hashtag and photo-op. Fans loved it. It had great impressions. Everyone was happy.
The initial concept and comp. Designed for a pitch to Square Enix's marketing team for game-launch ideation. It initially had the great headline, 'ChocoGo', which was rejected because Square Enix had different plans for that brand name. Those of which never came to fruition.
Post-Pitch Development & Design
After the pitch idea was approved for exploration, I conceived two additional comps. They included printed feather textures that I sourced from in-game Chocobo's Shaders (textures used in 3D renders),
From playing the Final Fantasy series, I knew that the rarity and desirability of Chocobos had much to do with their color-way. I developed an alternate 'White Chocobo' skin along with the bog-standard & universally known, 'Yellow Bird Chocobo' design.
Based on this knowledge, we amended our initial idea to include that [out of the five total] skinned Mini Coopers there should would only one "White Chocobo". Being picked up in this "rare" Chocobo would result in the driver handing the lucky recipient an autographed copy of the deluxe edition game, as well as a tee shirt and poster, upon entry into their surprise Uber.
The official event marketing and press image (design credited).
Mechanical vctor skin and decal design for the vehicle wrap shop.
The Hammerhead was an idea developed after approval of the Chocobo Mini's. It was a 'quicky' in-meeting idea pitched after watching an advance copy of the FFXV Launch Trailer, and immediately fall in love with the unique in-game vehicle design, as well as the accompanying character.
It rained on our parade. This was to be expected; as it was the rainy season in Seattle.
Uber's press image of the fleet. (Retouching credited)
Vertical custom branding
(design credited)
Horizontal custom branding (design credited)
Final Fantasy's Chocobo
