Detroit: Become Human
A Narrowing Path
Detroit: Become Human is one of the most fascinating choice-based morality games on the market today. We introduced fans to this game in a way that was as innovative as the androids in the game. To promote this choice and consequences game, we “hacked” the Facebook Canvas platform, by linking multiple canvases together, we brought the game’s mechanic to life.
Art Direction. Design. Conceptual. Social Media. Email
Role: Art Director
Facebook Canvas ads, now known as Instant Experiences, provide immersive ad experiences on Facebook's platform. When a user clicks on these ads, they take up the entire screen, creating an interactive ad experience. I worked together with a copywriter on this campaign, we strung together multiple canvases to create a seamless interactive journey. Users were led through a sequence of difficult decisions, and as they made choices, some outcomes became impossible and faded away, visually dramatizing the permanent impact of choice in Detroit: Become Human. Ultimately, this experience generated a shareable video asset of the decision journey.
Launch Emails
As the art director, I brought the game mechanic to life in email designs, seamlessly recreating the visual elements of the game within the email templates. To maintain a sense of interactivity, I carefully designed the layout to accommodate users' decision-making process. Interactive buttons were strategically placed to allow users to make choices within the email itself, creating a truly engaging experience.
Our choose-your-own adventure style story highlighted the significance of choice and discovery in the game. Following that, we sent out emails asking users to make choices to receive tips, along with additional messaging that highlighted the in-game choices they had made.
