Deep Silver develops interactive games for all platforms. The Deep Silver label aims to captivate all gamers who have a passion for state-of-the-art gameplay in exciting game worlds. Deep Silver acquired NASCAR as their new video game franchise and had to make it blend with its brand. NASCAR with its already powerful brand association, still needed the right push to be a part of Deep Silver. Deep Silver wanted to offer the best NASCAR experience and include new proprietary game features without compromising quality.
I packaged the energy, passion, and personality of NASCAR legend Tony Stewart and hit fans between the eyes with a simple invitation: Ride with me. Every touchpoint radiated Tony’s character: I redesigned the packaging to prominently feature a moody portrait of Tony Stewart, heroizing the game from the onset. Then I drove a series of online videos, from teaser through product demos, that really nailed the authentic internal voice of a real-life NASCAR driver. I first drew the viewer into the driver’s mind space, then delivered the message that they could drive actual race simulations from the previous week’s race, with new simulations added weekly. Tony himself felt we had “nailed the voice.”