B-REEL London

Microsoft | X-Box

AR Game

Art Direction

Alex Jenkins Creative Director | Seb Hofer Visual Concept & ArtDirection | B-Reel Built

We created an ‘alternate reality game’ for Microsoft X-Box’s Sunset Overdrive. An alternate reality game or augmented reality game (ARG) is an interactive networked narrative that uses the real world as a platform and uses transmedia storytelling to deliver a story that may be altered by players’ ideas or actions. Sunset Overdrive is an apocalyptic action extravaganza with a very special sense of humour and a real punk attitude. Our ARG was to reflect the true spirit of Sunset Overdrive while drawing players down the rabbit whole full of impossible traversals, cyphers and codes. Ambitious gamers had to find a morse-code hidden in the official TV ad. Through decrypting this morse code the players was able to enter mind boggling challenges across multiple platforms, almost impossible to crack. Throughout a week the task were getting harder and harder until in the end one player won incredible prices.

Watch the promo Video