To launch the Rock in Rio 2017 Tickets Sale campaign, we wanted to create something truly engaging. And with that goal in mind, we made everyone run... digitally. We took the traditional race from the festival gates to the stage rail and transformed it into a mobile and desktop game. Contestants ran through the “City of Rock,” as we call the festival venue, and the fastest players over eight days were rewarded with a pair of festival tickets. As a huge video game enthusiast, I was thrilled to be part of this project. Beyond serving as the visual lead, I conducted in-depth research into various game aspects. Working with a talented team of designers and developers, we created five characters, each representing one of Rock in Rio’s major music tribes: Heavy Metal, Classic Rock, Hip Hop, Pop, and EDM. One of the biggest challenges was recreating the complexity of the festival venue, with its multiple stages, scenarios, and activities. Every detail mattered, and even the festival’s main theme was recreated in 8-bit style.
