A.I.L.A
A.I.L.A
Peeling back the layers on the Russian doll of horror games.
Client: Fireshine Games / Pulsatrix Studios
- Market Analysis
- Brand Strategy
- Creative Strategy
- Visual Identity
- Key Art Creation
- Trailer Production
A.I.L.A is the type of mind-bending tale that would make David Cronenberg proud. Set in a dystopian future, it tells the story of a VR gaming console containing A.I. technology that produces horror simulations based on your fear, blurring lines of reality.
To begin, we worked closely with Fireshine Games and developer Pulsatrix to understand their vision for the game and then armed with insights from Pulsatrix’s following of horror game fans plus learnings from an inspiring brand strategy workshop at Fireshine Games offices, we developed a brand strategy framework including AILA’s brand purpose, values, promise and positioning.
The A.I technology powering the VR console is personified in the game as a young girl. We wanted to communicate how the mind is her playground, establishing her eyes as a visual signature that lurks in the background, inflicting pain and anguish over the player’s psyche.
We referred to the layers in A.I.L.A’s story and gameplay as a ‘Russian Doll effect’ which increases in intensity the more you peel back. For the trailer, it was important to communicate these layers, creating tension and anxiety with a series of “WTF” moments that speak to the depth of the story as well as the variety of gameplay.
