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Devolver
Digital Campaign / Alternate Key Art Creation
For the launch of Devolver Digital’s ostensibly cutesy new IP, we were asked to design and build a suite of digital and trailer cutdown assets for the US market. We needed to convey Lamb’s unique proposition - a blend of construction and management sim with rogue-like action-adventure - as well as its deceptively colourful visuals that belie its sinister undertones.
Inspired by Cult of the Lamb’s playful aesthetic, we created a flock of creative ideas that would emphasise its colourful herd of characters. Devolver loved the ideas - so much so that they wanted us to go even further with it.
Emboldened by Devolver’s enthusiastic response, we set about exploring ways in which we could showcase more of Lamb’s character traits. We created supporting assets that would showcase not only our alternate key art, but also nested animations. When the user hovers over the asset, it would reveal Lamb’s more sinister side - a cult leader in lamb’s clothing, if you will.
With a design that showcased both sides of our hero and their following, we set about rolling out our artwork across various digital assets and social media takeovers. On top of that, we also took a combination of gameplay footage and cutscenes and cut together three punchy video edits that were used across Devolver’s paid and owned media.
Cult of the Lamb received an overwhelmingly positive reception, selling 1 million copies in its first week alone. Not only that - our digital assets delivered over 700,000 impressions in the week leading up to release. Not bad for a little Lamb with godlike ambitions.
