For the second installment of the SAINTS ROW franchise, PETROL turned human models into hilariously over the top cartoon gangstas. No bling was too big for these tough guys, and PETROL had a blast creating a distinct personality for this distinctly-Saints brand of cartoon violence.
The global print campaign was our opportunity to really blow out the “Cartoon Violence” aesthetic and help the title claim a space in a very crowded market.
Nothing says SAINTS ROW like an engraved money clip or a silver-bullet USB drive. PETROL brought the “cartoon violence” of SAINTS ROW 2 to special-edition swag.
Colorful, comical, and crass, these wild postings were a hit among SAINTS ROW fans and gamers everywhere.
For SAINTS ROW 2, THQ posed the question, “How can we show gang violence without making it look serious?” Our solutions started with our character assets: heavily illustrate our “gangsters” and make the actions and expressions so over-the-top that they can’t be mistaken for anything but cartoony.
Saints pack more guns than they have arms…that’s just how they roll. PETROL took cartoon violence to its larger-than-life extreme for this outdoor campaign, with the tagline, “East Side. West Side. Your Side,” to tie it all together.
Flash makes a last stand: PETROL concepted and designed an innovative Flash experience that made the streets of SAINTS ROW come alive for the first time on the web. Using a photo shoot of our own “Petrolians,” PETROL created an asset bank that brought the battle online. We also developed a series of popular desktop wallpapers that recorded massive download traffic.
