Ratchett and Clank’s website is created at Random

Youth and entertainment specialist Random Media has created a website and print material for Sony Computer Entertainment Europe’s latest character-based videogame, Ratchet and Clank, in a project worth a five-figure design fee.

The website, which launches simultaneously in 11 European languages, goes live at the start of August. It is the first phase of a viral marketing campaign ahead of a Christmas-focused advertising push, says Random Media creative director Mickey Stretton.

Sony provided the consultancy with access to the 3D models and animation files used to create the gaming characters, which Random Media has rendered as Web-enabled versions. Stretton claims this was ‘a first’ on Sony’s part.

‘The game properties, such as its graphic language and [level of] interactivity, have determined the creative solution, instead of the usual approach to website design and structure,’ Stretton adds.

The consultancy has also designed a ‘top trumps’-style card game based on the ‘guns and gadgets’ used by Ratchet and Clank. It will be used in the second phase of promotional activity beginning around September or October, says Stetton.

Radom Media was appointed after a three-way pitch in May. Senior designer Amanda-Sue Rope and creative technologist Simon Oliver also worked on the project.

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