Sid Lee Gets Gritty with Hong Kong Cop Game

Sid Lee, a commercial creativity agency has been enlisted by Square Enix London Studios, for their brand expertise to support the launch campaign for Sleeping Dogs.

 

The Montreal-based agency was also tasked to help create the visual identity for the game, in the form of world-renowned illustrator Tyler Stout, who was recruited to bring his distinctive signature look to the game's branding and packaging. Stout's illustrations are not only sought-after collectibles, but have a distinctive style that is strong enough to support the launch of a new gaming franchise in what is a highly competitive marketplace.

 

"Sid Lee has been one of our key partners in bringing Sleeping Dogs to market," said Sebastien Bisch, Brand Director for Sleeping Dogs. "Our brief was clear and our timelines aggressive, and Sid Lee stepped up to the challenge to help us create a distinctive look and campaign for this fantastic game."

The launch campaign featuring print, television and digital executions has been picking up pace over recent weeks, building anticipation towards the game’s launch date and beyond.

Sleeping Dogs is available now across North America, Europe and PAL territories.

 

About Sleeping Dogs

Sleeping Dogs is a gritty and visceral open world cop drama set in the vibrant city of Hong Kong. Taking the role of undercover cop Wei Shen, players are tasked with taking down one of the city’s most fearsome Triad gangs. Every street corner, market stall, harbour dock or city skyscraper can become an opportunity for intense shoot-outs, adrenaline-fuelled street races and intense, brutal martial arts combat. Players perform bone-crunching kicks and combos, vicious counters and cinematic environmental takedowns, making use of real-world items from circular saws to phone booths, incinerators to refrigerator doors. 

 

CREDITS:

 

Client: Square Enix

Agency: Sid Lee

Production house: La Cavalerie

Postproduction: La Cavalerie

Director: Erik Canuel

Cinematographer: Alar Kivilo

Editor: Isabelle Malenfant

Game capture: Goldtooth

Music: Apollo

Sound design and Mix: Studio La Majeure

Agency producer: Jimmy Lee