12/30/2009

Interview: What's in a game?
Justin Carroll, Creative Director of Hamagami/Carroll, Inc., recently did an interview with Gamasutra and talked about the ins and outs of packaging design, honing in on both casual and core audiences, and Call of Duty: Modern Warfare 2.

Excerpt from interview:

"Game packaging is becoming increasingly elaborate. As Collectors Editions and limited steelbook cases become more and more prevalent -- in an effort to make games stand out on the shelves and lure in hardcore collectors -- the art of designing packaging becomes incredibly complicated.

So what exactly goes into the process? What makes a good game package, and how do you handle the restrictions of working with marketing departments, and working within the templates the console companies lay out?

To find out more, Gamasutra spoke to Justin Carroll, partner and creative director of Hamagami/Carroll. The company recently completed the packaging of Call of Duty: Modern Warfare 2, including the frankly insane Prestige Edition, complete with night vision goggles.

Does packaging matter in creating buzz with gamers?

JC: Absolutely. But for a number of reasons, the balance of power in marketing communications is shifting away from the package. The package is one of the important touch points in connecting with consumers -- there's still that wow factor when a new shooter product hits the shelf, (or an awww factor for something cute like the Littlest Pet Shop games).

Also, the question presupposes a core game audience. As the market expands with casual games and new platforms, "buzz" takes on a different meaning -- what buzzes a 35+ female consumer is a lot different than what jolts a World of Warcraft junkie"

Read the rest of the interview
here


back to top ^

09/11/2009

Mickey Goes Green!
HCI has been engaged to create a comprehensive brand style guide for Disney’s Friends for Change, a new yearlong Disney/ABC campaign to empower young fans to personally affect pressing environmental issues such as water conservation, stopping pollution and going green. The campaign, launched Summer 2009, features all of Disney’s young stars and gives fans a voice in choosing how Disney will invest one million dollars in environmental programs to save the earth.

Our challenge is to develop an exciting, memorable “visual language” that will be implemented across all Disney/ABC communications platforms, integrating all divisions in their quest to promote “going green” to their global audience. We’re proud to be a part of this timely and meaningful initiative.

Check out
Disney’s Friends for Change site for ideas to go green and vote for your favorite cause


back to top ^

08/17/2009

Girls: Come Join The Club!
This fall EA Play launches Charm Girls Club, a new, original video game franchise for girls. HCI, working closely with the EA Play team, created the brand identity, including a new logo, packaging program, key art and style guide.

“The process of connecting with this elusive target audience for video games required weeks of research and many, many design explorations” said Justin Carroll, Executive Creative Director at HCI. “Electronic Arts has created a fun, immersive experience for girls; our packaging and identity has to communicate that experience to consumers instantly, and must be scalable to accommodate future growth”.

CGC "celebrates everything that's fun about being a girl” said Sarah Handley, Senior Director of Marketing for EA Play. In this case, "everything that's fun
about being a girl" includes pajama parties (Charm Girls Club Pajama Party for Wii), proms, and clothes (My Perfect Prom, and My Fashion Show, all for DS).

The Charm Girls Club games will be available for Wii and DS Fall 2009. For more information visit the
official site and CGC's press release.



back to top ^

08/06/2009

Are you ready for Modern Warfare 2?
HCI has just completed an extensive identity program for the most anticipated video game of the year: Infinity Ward/Activision’s Call of Duty: Modern Warfare 2. So far, our work has included new logos, game packaging, trade show communications, and advertising. But the star of the program is our packaging for the Prestige Collectors Edition, featuring both the Steelbook containing the game and custom-built night vision goggles. Check out the “unboxing” video here.

The buzz around the October 09 release this game is unparalleled, already breaking all Activision presale records for any game, including the Guitar Hero franchise (wow). HCI shares a long history with the Call of Duty franchise, having developed the original identity, key art and packaging programs for most of the brand’s six titles.  

Read more about CODMW2 here and here.





back to top ^

08/03/2009

Discovery Toys Web Launch!
On August 1st we proudly launched a new suite of web sites for Discovery Toys, the foremost direct network marketer of educational toys. Working closely with Discovery Toys’ senior management, we delivered an elegant new consumer-facing site, a robust internal site that delivers support for their sales force, and an online sales force business center that empowers the company’s Educational Consultants with extensive online customer service tools. Each component reflects the totally redesigned brand look and company positioning.

By selling toys of the highest quality, safety and reward, Discovery Toys helps lead kids and families into a brighter future with greater emotional, developmental, and financial opportunities. “Our charge was to rediscover what makes us unique and revitalize our company and the products that our amazing network of field consultants expect and parents love,” said Meryl Holland, Chief Creative Officer. “From logo to packaging, new products to better promotions, new incentives to greater communication, the entire network is ready like never before. And an updated new website for the consumer and the Discovery Toys team is the perfect platform to tie this altogether.”

Visit the consumer site
here.

    


back to top ^

05/26/2009

Hollywood Reporter Announces Key Art Finalists
Hamagami/Carroll, Inc. is honored to be nominated for our work on The Sleeping Beauty outdoor campaign with Walt Disney Home Entertainment for The Hollywood Reporter 38th annual Key Art Award. The Hollywood Reporter is the only international competition recognizing the best in design and creation of motion picture and home entertainment marketing.

Winners will be announced on June 12 at the Geffen Contemporary at MOCA. 

Other nominees in the category:

Home Entertainment -- Electronic Print/Jumbotron
Game Plan, Moves and Attitude (ABC Super Sign), Open Road Entertainment, Walt Disney Studios Home Entertainment
The Dark Knight, Outdoor Digital Billboard -- Countdown, Canyon Design Group, Warner Home Video
Sleeping Beauty, Billboard, Hamagami/Carroll, Walt Disney Home Entertainment
Tinker Bell, Billboard, Midnight Oil Creative, Walt Disney Studios Home Entertainment


back to top ^

12/17/2008

Epic game. Epic packaging.
We were proud to partner with our friends at Electronic Arts to create the Collector’s Edition packaging for the video game, Warhammer Online: Age of Reckoning. Warhammer is a cult classic MMORPG (Massively Multiplayer Online Role Playing Game) with a dedicated global fan base. To satisfy the title’s extremely discerning audience, this Collector’s Edition had to reflect the rich, authentic fantasy realm experience that Warhammer fans have come to expect.

Our design features the intriguing symbology of the Warhammer realms; expressed with old world craftsmanship across several components, from the game package itself to an art book and other exclusive content. To capture the essence of the game for the enclosed Console Edition packaging, we engaged famed fantasy artist Daren Bader to create key art that truly communicates the frenzied, otherworldly battle.  One of the top selling PC games of 2008, this Edition became a must-have collectible for online fantasy gamers.  


back to top ^

10/01/2008

Welcome to the Dark Side of the Force.
Hamagami/Carroll is the packaging design agency of record for the legendary LucasArts Star Wars franchise of video games. We were thrilled to receive the assignment to create packaging for Star Wars: The Force Unleashed, an original Star Wars story that extends the saga with the introduction of a new cast of compelling characters.

While we didn’t have to break any moral codes or wear dark hoods, we were challenged to delve even deeper into the back-story of Darth Vader and the Star Wars brand. The story allows players to journey through the epic story as Darth Vader’s apprentice and his descent into evil.

Our retail challenge was to create explosive key art without incorporating any of the well-known iconic characters while remaining true to the Star Wars brand, and to instantly communicate the massive power of the apprentice and the one of a kind aspects of the game play. The Force is strong with this one (sorry, couldn’t help it).


back to top ^
News Archives
  2256 Barry Ave Los Angeles, California 90064 Telephone 310.458.7600
©2008 Hamagami/Carroll, Inc. All rights reserved.    Contact Us