SLEEPING DOGS is an open-world, action-adventure set in the gritty Triad-corrupted streets of Hong Kong launched on August 14th 2012, by Square Enix (producers of Final Fantasy, Hitman and Just Cause).
Not only were we responsible for producing a 360 global launch campaign including Television, Print and Digital executions but also for giving Sleeping Dogs its name and creating the visual identity of the brand, including box art illustration by world-renowned poster artist Tyler Stout.
Branding a video game - Naming and Visual Identity
Prior to being acquired by Square Enix, the game was being developed by Activision under the title True Crime Hong Kong. As the game was never intended to be the third game in the True Crime franchise, Square Enix acquired only the game itself and not the IP. This left Square Enix in need of both a new name and visual identity... that`s where we came in.
Television - Special Cantonese Edition
Television - 60sec English
Limited Edition Poster by Tyler Stout
Credits
Client: Eidos Montreal/Square Enix
Agency: Sid Lee
Creative Director: George Giampuranis
Copywriter: Ollie Miles
Art Director: Jean-Daniel Petit
Agency: Sid Lee
Creative Director: George Giampuranis
Copywriter: Ollie Miles
Art Director: Jean-Daniel Petit
Client Services: Isabelle Harvey and Marie-Eve Methot
Producer: Jeanic Larocque