PROJECT OVERVIEW

With unprecedented gaming power and iconic, innovative design, the Area-51 is the next evolution in gaming desktops. With bold messaging and striking imagery we introduced the Area-51 to hardcore gamers in the places they visit most: gaming websites.

THE TEAM

My role was both art direction and asset creation. The team had the opportunity to work directly with a 3D production studio to produce all the product renderings seen in the work, both static imagery and animations.

MOODBOARDS AND ALTERNATE CONCEPTS

We began with a few different concept around Area-51 breaking all notions of what a gaming system was and ultimately landed the idea that you can forget everything you know about gaming.  We then paired that up with a couple different versions of the exploded view so the viewer could understand how the design is different inside and out.

3D RENDERINGS

Since we were using solely 3D cad renderings for this launch vs studio photography we had full control of every element in the shot. We had the opportunity to partner directly with the studio, sitting with them and adjusting every little screw in the shot. We even came up with some alternate angles to be used in wider materials.

FADER MAGAZINE

A full-page spread in Fader Magazine utilized the same bold and powerful exploded view photography to emphasize the breakthrough product design.

BROADCAST VIDEOS

We worked with a CGI animation studio to create two different videos for this launch. One was a stunning animated exploding view of Area-51 and another was a product showcase with the video game partner Evolve. These effects were used for many years to follow on countless more Alienware products in all forms of advertising.

MARCOM ASSETS

Every great idea needs to be more than just an idea. It needs to have legs, it needs to span across multiple different mediums and reach users in the way they interact with the digital world.