Orange gives gaming avatars some culture
With #MaxYourIdentity, the mobile brand worked with Publicis Conseil to create character skins for popular games such as The Witcher and Minecraft, in order to better represent Africa and the Middle East.
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Credits
View on- Agency Publicis Conseil/Paris
- Chief Creative Officer Marco Venturelli
- Creative Director / Copywriter Romulus Petcan
- Creative Director / Art Director Gabriel Gherca
- Copywriter Morgan Carrio
- Art Director Edgar Heusch
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Publicis Conseil/Paris
- Chief Creative Officer Marco Venturelli
- Creative Director / Copywriter Romulus Petcan
- Creative Director / Art Director Gabriel Gherca
- Copywriter Morgan Carrio
- Art Director Edgar Heusch
Whilst it's no longer the only option, it's still fairly rare to find AAA games that have non-Western protagonists.
With this insight in mind, and armed with the knowledge that Africa and the Middle East have the highest growth worldwide of gamers, Orange and Publicis Conseil have launched Cultural Avatars #MaxYourIdentity, with the goal to have the gamers feel represented in their own skins from their various regions.
Creating digital variations on traditional outfits, the campaign allows gamers to re-skin the central characters of popular games such as The Witcher III and Minecraft.
In order to develop the aesthetics, the brand brought on young stylists from these regions to help with the graphics: Yasmine El Tazi designed the Middle East and northern African costumes, Ibrahim Fernandez worked on the sub-Saharan region and Marie-Laure Jaomatana worked on Madagascar.
