Forza Motorsport 4 is entirely new car experience. This latest incarnation of the venerable Forza franchise lets you explore the world’s most coveted cars while connecting you to the motorsport community like never before.

Objective

We set out with Turn 10 Studios to help redefine Forza Motorsport from simply a top tier racing simulation into a full motorsport experience. Our mission was to expand the title’s appeal beyond gamers to the general motorsport enthusiast, effectively growing Forza’s influence into the wider motorsport culture. DK created in game assets as well as external marketing to deliver on this promise.

Solution

Together, Turn 10 Studios and DK focused on the one principle every car lover from the gamer to the enthusiast could understand. Desire. We began by authoring a field guide of Desire that would serve as a reference to the game’s developers, the marketing team at Microsoft and for us as we created the content.

Results

The field guide injected emotion and story into a genre that had, until now, been focused on gameplay and realism. We then used the Desire Field Guide to develop and produce the art direction and cinematics within the game, key art for its retail and marketing initiatives, and a series of trailers for the promotions leading up to the game’s launch.

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