PETROL and Techland came together to help Dying Light take the jump from beloved cult darling to bonafied blockbuster franchise. We strove to find the right balance between the ravenous, dangerous zombie threat and the deep humanity being injected into the narrative and fan experience with our striking key visual approach.
Brand Strategy, Logo, Key Art, Packaging, Event Creative, 3D Development
In order to achieve Techland’s goals, we realized we needed to correctly position the game in a world that was post-Zombiemania, so we focused on humanity.
Dark vs Light
Our striking composition uses our protagonist as the center theme and container for dark, light and undead in juxtaposition to the first game’s exclusive focus on Zombies.
We’ve prided ourselves on always attempting to push genres forward and found a perfect partner in Techland who continues to drive the Zombie Horror genre in unexpected ways.