Xbox Forza Fuel 2 & Xbox

  • Client:
    Xbox - Jam
  • Brief:
    To launch Xbox new ForzaFuel 2 game
  • Skills:
    Design Director
  • Media:
    Social, Web, Experiential

When we launched the Xbox top driving game, Forza Fuel 2, we invited 8 pro drivers, 8 expert gamers and 8 online teams to join in this epic adventure.

Facing a series of real-time high-speed challenges at the wheel of the world’s most exclusive super cars, they hit the roads of Southern Europe driving through Italy, France and Spain.

Each day, teams faced a new challenge whilst Fans at home were invited to join with their real-life teams to win top prizes. Using social media rewards and dedicated content to earn extra #Forzafuel for their chosen team in daily Fan Challenges, their team captains – key Youtube influencers from the gaming community- set the bar higher every day.

At the end of the road trip, the team with the most #ForzaFuel received prizes including an XboxOne, a copy of ForzaFuel, a GoPro camera, a Micrososft Surface Pro 3 and more.

The Race

The #ForzaFuel competition started in Bologna, Italy, where the teams raced against a helicopter on their first Challenge.

The next challenge was in Monaco, where the teams of gaming pro’s faced off to get the fastest time on Live Streaming site TWICH.

After Monaco the drivers hit the road on their way to Marseille and their ‘Speed Dating’ challenge; a time trial with a difference. Drivers set their time on a 16 lap track, while expert gamers did it on the Xbox.

The road trip reached its climax in sunny Barcelona, where the teams showed off four wheel stunts, driving at high speed though a dirt track during their last challenge. Wearing heart rate monitors, the team which managed to keep their cool with the lowest heart rate reading, was crowned the winner of the hardest challenge yet.

As Design Director of this project, my task was to oversee all the creative output and graphics work, advising, briefing and coordinating internal teams at Jam in London and the external suppliers at Stark, in Lymington Spa, who produced most of the final work.

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