The goal of this project was to design a suite of eye-catching marketing assets to build anticipation for, and direct Steam's 132M+ users to, the platform's week-long themed sale event and exhibition, Dinos vs. Robots Fest. With playful and vibrant artwork, this fest celebrated video games that featured dinosaurs, giant mechs, cyborgs, and robotic creatures, offering players deep discounts, free demos, and access to special themed items in the Points Shop.
A touch of animation goes a long way. This three-layer key art required deconstructing the characters in Photoshop, filling in where there wasn't enough meat for the movement, and then bringing them into After Effects to breath life into them.
The broad variations in character counts was front and center in the design process to maintain legibility and visual consistency across the 29 different markets that Steam serves globally.
Included in the family of assets, templates for Steam's partners to advertise their games that were included in the fest by populating capsule artwork and pricing details.