Goal Driven

The key art request needed to fulfill 3 primary functions. First, it needed to capture the spirit of the game and balance the ability to artistically capture the mobile game without misrepresenting actual gameplay. Second, it needed to look and feel unique among other Call of Duty titles. And third, it needed to be flexible enough to work across many different ratios and ad types.

In order to achieve these goals, we devised a unique 3 phased approach: sketching, blocking, and compositing.

Sketching

Arguably the most important phase, the sketch allows us to identify potential creative problems before they arise. It is in this phase where we can address all KPIs outlined in the request as well as stress test the art’s usability for common ad types and ratios.

Blocking

Much like the film and theatre industries, blocking is an essential part of the production process. It is in this phase where our design team recreates the sketches by positioning and posing the 3d models within the environment.

Compositing

It is during this phase where all the final details, FX, and graphic elements are added to the design and the art is prepared for final export.