Together with EA, we designed the web experience for the cultural arm of the newest instalment of Need for Speed franchise NFS Unbound. It manifested in a movement called the Lane Changers Club: a digital hub integrated with EA web that showcased news in NFS activations with fashion partners, musicians, and artists.
Influenced by street wear culture, the campaign by EA was built not from phases but Drops. To continuously build hype, the campaign was designed on a 9 week drop schedule, revealing one unique topic per week leading up to game Launch. The Lane Changers Club site therefore grew over time, becoming more robust with content every drop and serving as a destination for fans to find the latest features and news from EA, partners and creators.