Doom Eternal | Trailer Campaign
Where: Hammer Creative
Role: Art Director
Raze hell.
Doom Eternal, developed by id Software and published by Bethesda Softworks, is a first-person shooter video game and the fifth main installment in the Doom series. Launched on March 20, 2020, the game quickly gained widespread acclaim for its intense gameplay, stunning graphics, and engaging storyline. The objective of the trailer campaign was to generate excitement and anticipation among the existing fanbase and attract new players by showcasing the game's unique features, fast-paced action, and captivating visual experience.
As the Art Director for the Doom Eternal trailer campaign, the primary goal was to create a series of promotional materials that not only reflected the game's high-octane gameplay but also stayed true to the franchise's rich visual history. The challenge was to find a balance between innovation and familiarity to ensure that the trailer and associated promotional assets resonated with the target audience.
The campaign took inspiration from the game's core elements, such as the hellish landscapes, ferocious demons, and the iconic protagonist, the Doom Slayer. To evoke a sense of both nostalgia and excitement, the trailer featured a mix of gameplay footage, cinematic sequences, and carefully crafted motion graphics.
The design look for the campaign was heavily influenced by the game's visual aesthetics, which combined a dark and gritty atmosphere with vibrant, otherworldly colors- a mixture of action horror and arcade intensity. The typography, graphic elements, and overall color palette were carefully selected to reflect the game's high-energy and fast-paced combat, while also staying true to the established Doom identity. Bold, angular typefaces were used to convey a sense of strength and aggression, while a color palette of fiery reds, electric blues, and inky blacks provided contrast and intensity.
We had a lot of fun exploring different designs and styles before fully fleshing out the final visual language. Below are some random scribbles and musings during our explorations.
Throughout the campaign, particular emphasis was placed on showcasing the game's advanced graphics and immersive environments. By utilizing high-quality in-game footage and dynamic camera angles, the trailer effectively highlighted key features such as destructible environments, visceral close-quarter combat, and the game's seamless integration of classic and modern gameplay elements.