FURY Brands PromaxBDA's MI6 Conference

FURY Brands PromaxBDA's MI6 Conference

After 3 months of development and production, FURY's branding, design and animation for this year's MI6 Conference for digital gaming has seen the light.

The conference opened with the roaring excitement and striking simplicity of the opening anthem created by FURY to kickstart the annual event. The sequence expresses aspects of the increasing challenges of game development. It tells the story of how game makers and marketers deploy their pixels into a high-stakes game of winners and losers as they all race to the finish line.

The real beauty of the opening anthem piece and other components of the campaign is the seemingly basic and elemental structure of the 3 main characters. The characters are so simple and so charming yet very sophisticated and very well thought out. "We had a lot of fun designing these characters. And even more fun as we got to know them better," said Khal Sawaf, Creative Director and Character Designer.

"Each one has a name, a story, and a place in the world," he continued. "They have emotions and desires and work to fulfill them and express them." He maintained that these characters are not as simple as they look. Which is evident if you look closely. Each one is impeccably built and is outfitted with an abstracted functional anatomy and LCD-like displays for emotional expressions.

"This bold outcome would not have been possible without the support and encouragement of the PromaxBDA client", said Andy Millar, Executive Producer at FURY. "They gave us the time, the creative latitude, and the encouragement to do something really creative."

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