The idea was simple:Rap, record, upload, repeat.
Def Jam Rapstar captures the essence of what Hip Hop is all about: the music, the battles and of course...the swagger.
Developed for Xbox 360, PS3, Wii, with a standalone web community and iOS second screen experience that Mashable.com called "an intriguing mash of hip hop sensibilities and social media savvy".
CREDITS:
Producer
Mark Garone
Creative Director
Alexander Reyna
Role
Art Direction, UX/UI, Motion Design
Collaborators
John Gist, Design Direction
Junu Joseph Yang, UX Design
Rogelio Olguin, 3D Art
Layne Braunstein, Motion Design
Intro Video
Ingame screens
We build a web metagame and player community aimed towards driving engagement.
This included a prelaunch marketing campaign to drive awareness and a post launch community that kept fans connected across devices. Of course, the classic hip hop battle was central to the experience.
Prelaunch microsite design
Prelaunch Marketing video
Our goal was to build a constantly connected experience across console, mobile, or personal computers.
We spent several months working through spec documents and high fidelity wireframes to create a "Youtube + American Idol" experience that allowed hip hop fans to build a community of followers, join a crew, or chase fame one battle at a time.
Launch wireframes
