The assignment was to achieve the greatest visual impact on five different 40-foot concourse windows at E3, which would feature previously unseen Dark Souls III artwork. The windows were located along the wall of the main concourse connecting the two larger convention halls and the main walkthrough area for attendees. The windows were set at eye level so the large pieces of artwork had to be legible up close and from afar.
PETROL’s approach was to feature the new Red Knight character as the main visual and take the viewer on a journey through reflections of his thoughts using impactful messaging. The creative strategy was to develop striking ‘caught moments’ of the Red Knight’s journey in the new world of Dark Souls III, and to represent his inner most thoughts and struggles in a humanistic way that was relatable to our audience. This Red Knight key art would represent the main visual ID for the overall marketing campaign.
The concourse art was one of the most talked about pieces at E3 2015, and was featured by the press and on several social channels. The images reinforced the presence of Dark Souls III at E3 as one of the most anticipated franchise-based RPG games to-date.