Ever come face to face with a fire breathing dragon? That was the question when Warner Bros asked us to create an identity and travelling brand experience to promote their upcoming games to an eager audience across their global tradeshow program. In the fast-moving world of gaming the brand had to be flexible to house different genres and worlds as titles would develop over the coming months and years.

We looked to Warner Bros DNA for inspiration, a studio that had immersed us in so many different worlds and stories over its lifetime, bringing characters to life before our eyes on screens of all sizes. Now it was time to remove that screen.

Using the identity “WB Live” the brand experience focused on three pillars, digital broadcast engagement with a mass audience on streaming channels, for showcases, developer masterclasses and pro competitions. Corporate engagement with VIP backstage meeting areas and catering and then, front and centre, the creation of tactile, dynamic stage sets with actors, set pieces, and shows bringing the worlds to the consumer and immersing them in their favourite characters lives.

Working with a team of designers and illustrators we zoned each area of the experience into a ‘sector’ world, these had three levels of engagement, the first ‘widescreen’ experience would create impact for the holistic look of the world. The second was a granular journey through the world, interactive exhibits allowing viewer to touch and connect. The third was a living and breathing ‘individual’ experience, actors inhabiting characters through the world would provide one to one moments and photo opportunities.