Next up: we were briefed to showcase their first game content update to engage the current player base and excited those who are curious about NFS Unbound.
By this point, we had developed a great partnership with EA and established robust workflows. This solid relationship and clear lines of communication meant we could coordinate on the project with multiple teams in various time zones. The idea was to showcase the Vol. 2 content irresistibly.
Criterion and EA shared their list of features, which we cherrypicked to deliver the most impact. The headline feature was police chases coming to the online mode, so we weaved in a light narrative with an escalating sense of drama as a group of racers outsmarts the cops.
As we got to work, we undertook all-important location scouting around the game’s setting, Lakeshore City, to find the most exciting sections of the map. Once selected, we directed multiplayer capture sessions to record the most dramatic sequences and shots that would serve the creative.
There’s a subtle, yet impactful narrative running through the trailer from start to finish. We decided on an escalating situation where more cops in bigger and faster cars join the pursuit of the hero racers as the trailer continues. Set to the frenetic beats of Steff Da Campo & SMACK’s Renegade Master remix from the game’s soundtrack, we used the in-game “heat meter” and police radio chatter to punctuate the escalating madness of the chase.
By blowing up the in-game heat graphic as the chase ramps up, we were able to pull the viewer along on the journey and keep them locked in until the climax. The trailer builds tension from the off and delivers a Michael Bay-style finale as the one of the cop cars is taken out by a train.
Working in tandem with EA Marcom and Criterion development teams, we delivered a fitting creative for the Vol. 2 DLC, delighting the client and audience alike. The core of the trailer provides the breathless action synonymous with the series, while the ample dusting of content throughout, such as new cars, map locations, victory poses, and more, encapsulates the sheer amount of extra content the update brings. We were honoured to continue our partnership by producing the Need for Speed Unbound – VOL 3 Content Update Trailer, which you can check out here. Hint: It’s also very cool.