Feel the Beat
Combining the 80’s, spandex, and neon in a campaign spanning email, product and social media.
Lumosity is a brain training platform designed to train core cognitive abilities through short, interactive games.
I was tasked with creating the key art for the marketing launch of the game, Feel the Beat (FTB), a new audio game that tests attention and rhythm.
The visual style of FTB takes its cues from the 80’s: think memphis-milano patterns, neon colours, Richard Simmons, aerobics, VHS, and mixed tapes.
With this in mind, concepting began by looking at various inspiration from the era and thinking how the key art could play into the narrative of the game.
In the end, we decided to play up the mixed tape concept, the idea to animate text sprawling in and out of the spindles (in the end, time and gif size did not allow for this).
To dive deeper, the intro screen to the game shows a character placing a tape into a boombox. Since the email/ in-product banner is the first touch point users will experience with FTB, it made sense to build the narrative around the tape so there was familiarity with the visuals within the game.
Animation was key to make this concept coming alive; I wanted to make the key art have a ‘beat,’ so it really reflected the essence of the game/name.
Here is what the key art looked like at various touch points: from email, to in-product and finally, social media.