Sin and Punishment June 2010

No playing around, gamers are a tough crowd to please.

Sin & Punishment Star Successor is a first-person shooter title developed for the Wii, a platform that isn’t the first choice in platforms for hardcore gamers. The site and banner campaign had to build gamer cred for the title, convincing skeptics that Sin & Punishment is a gamer’s game while still attracting current Wii owners.

Deep Focus developed an integrated digital campaign including a compelling site that conveys the epic battles, monster bosses and one-of-a-kind movements of the characters, and banner ads that do the same despite tremendous dimension and file size constraints. The Sin & Punishment site and banners seamlessly combined authentic video and artwork from the in-game experience with original art and sequences to communicate to core gamers that this game is made just for them. So intense is the shock and awe of the frenetic and explosive game play sequences depicted in the clever banners that they literally come apart at the seams; the game’s cred is established by laying waste to the ad inventory. The site uses rich lighting and motion effects to convey the subtleties of movement that are found in the game. Deep Focus also emphasized the rich heritage of Treasure, the game’s developers, and tapped into that pedigree in order to gain credibility with the gaming crowd.