For creatives. By creatives. Located in sunny LA, SUPERCRITICAL is an entertainment industry marketing agency that specializes in bringing creative media brands to life. Born from the increasing demands of our acclaimed sister company, video game creative agency, WAYPOINT, we recognized the industry’s cry for a marketing agency specializing in user experience in addition to traditional methods. We see innovation in technology and media every day, and it’s clear that print ads and local commercials are losing the effectiveness they once had.
We give brands the assets they need to level up their creative marketing strategies through e-commerce, licensed merch, and immersive activations, because we know that customer experience defines a brand. Whether that means a gamer bragging about a limited edition collectible figure they were able to snag, a water bottle sporting a favorite team logo, or a superfan getting to pose by a life-size version of their favorite movie creature, SUPERCRITICAL is committed to helping you build an experience your fans remember for a lifetime.
Not all websites are created equally, and while housing only content is good for some brands, others offer products or services that would benefit from having an ecommerce site customers can purchase from. With an online storefront, brands should be able to list their products, catalogue merchandise, and handle transactions.
The SUPERCRITAL team of graphic designers and web developers built a custom, fully responsive ecommerce website for Nyko to list and sell products. We made sure to keep intuitive UX in mind, while creating an open source CMS that allows their team to track content and sales data.
You can visit the live site here!
Think you've had the best ice-cream in your life? Think again. We created an experiential activation for Magnum's Infinity Launch. The activation was centered around the Magnum Sensory Pleasure Pod, a futuristic chamber designed to enhance the ice-cream eating experience. While participants enjoyed a Magnum ice cream, the pod electronically measured body pulse and temperature to generate a personal audio-visual projection show. We worked with the pod designer to create the audio visual experience and also handled the tour logistics for the pod to travel all over Europe. After the tour, we finished with a bang by planning the installation of the pod in Olympic Park during the Games!
Some of the best things about open world and complex fantasy games are the character design, world design, and the lore. Since we knew Summoner’s War provides all of those things and takes a lot of pride in the world they created, we knew they were going to need something that shined a spotlight on those areas.
It was easy for us to determine that creating a replica model of the game’s Sky Arena was the way to go, but the challenge was trying to translate a small 2D map display into a huge 3D table. We meticulously picked apart every detain of the game’s map, and then drew out a larger version to scale with the table build, and got to work! Our team of artists hand sculpted and painted all of the figures every inch of this impressive model to create an up-close and personal view of a player-favorite area of the game.
The appeal of Mobile Strike is giving players the excitement of diving into battle. But action doesn’t come from just one direction, and we wanted people to feel that intensity of what makes Mobile Strike awesome right off the bat. The team at SUPERCRITICAL got to work creating an explosive video of close up battle footage that put viewers right in the middle of the action!
We created a video trailer that allowed viewers to experience 360 degrees of battle and explosions inside the Mobile Strike world. We were able to give potential players a taste of gameplay while diving first person into the game’s universe.
When it comes to coordinating a large-scale company party, SUPERCRITICAL can handle every aspect from start to finish. We organized an amazing party on the beach for the Cannes Lions International Festival. While planning such a large scale beachside event, we had to stay aware of all unique event logistics like structure sourcing, health and safety precautions, talent management, security, and translations. To build the premium party experience, we diligently coordinated the lighting, sound, staging, projections, furniture and decor. Moreover, English indie rock band Friendly Fires was brought on as the live musical performance. We believe that large-scale events depend on an amazing venue, and SUPERCRITICAL can organize the logistics and management for any event location.
Sometimes when brands specialize in more than one area, they can become constantly busy with events, projects, merch production, and a storm of other tasks to meet their audience’s demand. This was the case with the Thomas and Friends website, which we were told would need to accommodate heavy traffic and hosting all of the content needed to sustain those readers.
Working from the existing brand guidelines, the SUPERCRITICAL team created an engaging and intuitive layout to ensure any relevant information like event schedules or upcoming news was easy for parents to quickly navigate to and find. The people at Thomas and Friends have a lot of information to share with their fans, and we wanted to make sure each section had its own spot, from a parenting section with DIY craft ideas for kids to an e-commerce shop broken down into age categories to help parents find the most appropriate toy for their child.
This multi-page site even includes a kids’ section featuring activities, games, and bios of your favorite trains!
You can visit the live site here!
Nothing drives emotion like nostalgia, so when the Zone of Enders team came to us to design a booth for them, we knew this would be a big one to nail! The challenge when working with old school games isn’t trying to bring a new world to life, but creating something that lives up to the hype of fan memories and sentiment.
At a big marketing event like a convention or expo, your booth is a great way to grab the attention of the audience you want to have, and you should utilize every inch of space provide to make that happen. We wanted both original fans of the game, and potential new players to take notice, so we needed a timeless design that could speak to the OG gamers, but also be modern enough for today’s climate.
It wasn’t difficult for us to agree on a VR experience and get to work. Our talented SUPERCRITICAL team of carpenters, designers, and artists came together to design an immersive experience for fans to experience interactive Zone of Enders gameplay right from the showroom floor!
When marketers think of landing pages, they usually imagine text loaded pages with sales-heavy copy, unapologetically branded blogs, or never-ending popups for white papers or ebooks. The truth is, landing pages can be just as creative and fun as the rest of your marketing strategy, and depending on the message you’re trying to get across to your brand’s fans and potential visitors, maybe it should be.
The team at Mobile Strike knew they needed a landing page that would get players pumped about the game without boring them with too much copy. The SUPERCRITICAL team created an interactive landing page that lets players use attacks to break down a fortress housing a military compound through an animated website takeover, effectively creating a mini game before even getting to the bulk of the site’s content.
When the news is really big, sometimes it calls for hosting your own event. And while events are great opportunities for PR, launches, and announcements, the planning process can be tedious and challenging. An event hosted by your brand means that you’re responsible for the whole thing from start to finish, including guests, activities, venue, lighting & sound, and more.
It was made clear to SUPERCRITICAL that the partnership of Maserati and Bowers & Wilkins was going to be a big deal, so we knew we needed to plan an equally epic event. We were tasked with planning a seven-stop world tour activation for media and customers to build awareness around the deal.
We took complete turnkey ownership over the event from start to finish. Our event management team sourced all venue spaces in brand sensitive locations and handled all stage management including talent, media, show calling, food & drinks, health & safety, and travel. Meanwhile, our event production team handled the lighting & projection, sound, media management, interactive design, set build, and destination management of client and crew.
Your website is an important part of your marketing strategy, which means its design needs to be a part of your brand identity. From color palette, to UX, to layout, the branding should be consistent with your existing company image.
Knowing the site was going to be the hub for all things Chronoblade, the SUPERCRITICAL team of web developers and graphic designers got to work creating the perfect marriage of modern, functional design and elements of the game. Our design focused on leaving plenty of space to show off assets of the title’s colorful gameplay and feature character profiles. But we also made sure to leave room to incorporate Chronoblade’s corresponding social media channels, and links to app stores to download the game.
You can visit the live site here!
As much as we value a thorough and compelling marketing strategy, we have to admit that some things are able to sell themselves just based on their nature. We don’t need to tell you that holograms are just … cool! The icing on the cake is that, when integrated properly with an experiential marketing campaign they actually have a lot of additional benefits. Holograms allow you to show off intricate 360 views of things that would otherwise exist only in fantasy – giving your fans an exclusive experience, premier 3D footage like battle sequences and action shots, and make a bold statement on your commitment to innovation and immersive technology.
Square Enix came to SUPERCRITICAL with a clear goal in mind: Start a buzz and build up anticipation about their new title, NieR: Automata. Because the game is all about the battle waging between advanced robots and what remains of human society in a far off dystopian future, we knew we needed to embrace technology and use it as an anchor point for marketing a game so closely related to the future of human tech.
We believe holograms are an impressive medium for showcasing a wide variety of assets. Check out the best examples of holograms from all over, including our own NieR: Automata 2B hologram.
Proper branding should be a part of any company’s marketing strategy, and when that brand involves a mascot, something magical happens. When a character becomes synonymous with the brand itself, it carves new paths for marketing opportunities that don’t necessarily feel like marketing to the fans.
For the release of Final Fantasy XIV Square Enix already had in mind that their E3 activation was going to be for the fans, in the form of a life-size Chocobo statue players could take pictures with or even ride! From start to finish, SUPERCRITICAL handled the entire construction from initial illustrations to full-build fabrication and posing. We even made sure to include textured feathering and intricate paint details, a backdrop inspired by the world of the game, and safety instructions on how to properly sit on the statue. You can check out the amazing time fans had posing with the Chocobo on Twitter at: twitter.com/hashtag/2fat2chocobo
A company website should serve two main purposes: telling customers more about the company and product or services they offer, and working as a cohesive part of the branding and marketing strategy. But in addition to the information that goes on a website, there are a number of behind the scenes boxes to check to ensure a professional website with engaging content, intuitive UX, and pleasing visuals.
Inspired by the rangers themselves, The SUPERCRITICAL graphic design and web development teams joined forces to build an informative, on-brand website for Power Rangers. We made sure to incorporate a modern layout design, ample space for displaying media assets, and a live feed from the Power Rangers’ social media channels – making the site a one-stop-shop for Power Rangers Legacy Wars fans.
You can visit the live site here!
Booths at conventions and expos are a lot like high school lockers. You keep all of your stuff in there, invite people to converse around it, and you decorate it with stickers, designs, and little touches of home. In the same way, the walls and area of your booth are great real-estate for incorporating more branding and marketing. Custom booths can not only help create a bigger and bolder experience for fans, but are also a great way to deck out your area in imagery and branding that helps other potential customers find you in crowded exhibitor halls.
Excited about their PAX booth, Oasis Games came to SUPERCRITICAL knowing they’d need some eye-catching visuals to promote a few upcoming title releases. Our graphic design team studied game assets from Oasis to create stunning images in conjunction with a custom built booth and assembly to help tell the story of Oasis Games to PAX East. The SUPERCRITIAL team also brought in cosplayers dressed as the games’ characters to pose and interact with fans.
Sometimes the issue isn’t whether or not a company has a website, but whether the website is doing its job in terms of engaging and converting customers. Having an outdated, uninformative, or unengaging website can sometimes be just as big a handicap as not having a site at all. Because your website may be your first impression to potential customers, it should always have up to date information and consistent branding with your current image.
SUPERCRITICAL remodeled the Naruto Online website, from designing the layout and creating the color scheme to handling the web development and user experience. We made sure to include a space to display playable characters and their stats, as well as incorporate a responsive motion design to give the site a feeling of fluidity and keep visitors engaged.
You can visit the live site here!
Got a breakout character your fans love, or cool logo designs for your game’s different factions? Put them on a T-shirt! Branded merchandise is a great way for fans to simultaneously support and spread the word about your company. We’ll take care of the product design & marketing, manufacturing, promotional apps, and content marketing, ensuring a quality product that your fans know how to find.
It doesn’t matter the genre – fans love merch! Kick back and watch the fruits of your labor roll in as your products fly off the virtual shelves from your own e-commerce store. SUPERCRITICAL will operate your web storefront 100% turnkey, handling the design, development, catalog management, analytics & search, and dashboard.
Opening a storefront is exciting business! But it’s also, business…business, and we know it can be hectic operating a company, expanding to new markets, and maintaining a high standard of quality for the product or service you offer. SUPERCRITICAL manages all of your eccomerce logistics including customer service, payments, security, tax & compliance, and API integration to provide your brand with a seamless, smoothly operating store with no additional work for you.
SUPERCRITICAL understands that on the web, “Content is King”, and there’s no boss we’re too afraid to take on! Our carefully curated and experienced team of web developers, UX/UI designers, copywriters, and creatives are skilled at producing engaging and industry-relevant web content to drive your inbound and content marketing campaigns.
Experience equals emotion, so if you want your fans to have strong feelings about your brand, you better give them an experience they won’t forget! Creating a one-of-a-kind, totally immersive experience for your fans not only associates your brand with good memories, but it also motivates them to organically spread the word of your company. SUPERCRITICAL creates cosplay props & weapons, custom booth constructions, and audio-visual projections to create immersive worlds for your fans to revel in.
Gamers love popping in and out of different worlds, which is why the staff at SUPERCRITICAL is all about breaking boundaries between virtual reality and real-life. Incorporate the latest augmented reality, virtual reality, and 360 video technologies into your experiential marketing to offer your fans next-level interactivity with your brand.