TENCENT – CUSTOM UNDAWN CHARGING DOCK
THE PROJECT
Released in 2023 on Android, iOS and Windows platforms, Undawn is a post-apocalyptic open-world game where players have to adapt to the challenges around them to survive, developed by Tencent Games and Lightspeed & Quantum.
THE CHALLENGE
Though available on PC platforms, Undawn is seen primarily as a mobile game. To help promote its release on smartphone platforms, Tencent asked us to create two custom Undawn smartphones that could be won as prizes during a social media sweepstake.
ServicesCustom, 3D
TAKEOFF'S SOLUTION
This challenge is a great example of the TAKEOFF team going beyond the brief to propose new creative solutions that expand on the original idea, to deliver something better and more practical for the client and their audience. After initial planning and discussions, it became clear that a custom smartphone may not be the best solution, due to their constant usage and the manufacturing complexities involved.
Instead, we worked with Tencent to propose a different creative direction – Undawn glorifiers in the form of docking stations that could house the incredible gaming-focused ASUS ROG Phone 7. This solution saw lucky sweepstake winners able to play Undawn on the latest in mobile gaming technology, with it being housed in a post-apocalyptic Undawn-designed docking base when not in use.
LET'S TALK
TAKEOFF has offices in the UK, France and Central Europe, North America and China. If you’d like to discuss an entertainment marketing publicity project or event, get in touch with the TAKEOFF team via: enquiries@takeoffstudios.com.