Category C01. Digital Design
Entrant GREAT APES Helsinki, FINLAND
Idea Creation GREAT APES Helsinki, FINLAND
Additional Company MICROSOFT STUDIOS Redmond, USA
Name Company Position
Niko Sipilä Great Apes Creative Director
Constantin Freche Great Apes Lead Designer
Mikko Saario Great Apes Lead Developer
Mikko Uromo Remedy Entertainment Technical Director
Kyle Rowley Remedy Entertainment Lead Designer
Mikael Kasurinen Remedy Entertainment Game Director
Sam Lake Remedy Entertainment Creative Director
Thomas Hudson Remedy Entertainment Lead Designer
Janne Pulkkinen Remedy Entertainment Art Director
Kyle Miller Microsoft Studios UX designer

The Campaign

We decided to approach the project from an unexplored angle. The game aims for somewhat realistic science fiction and is not set far in the future, the interfaces seen in the screens of the gameplay take their inspiration from actual NASA interfaces so they are crude and functional. Also nothing indicates that future interfaces would look like they do in the movies. Our design is minimal and inspired by modernism and complements the visually complex and groundbreaking VFX of the gameplay.

Creative Execution

For the menus we produced a fully working HTML prototype to test the UX on a full HD tv with a Xbox controller. As for the HUD (heads-up-display) our dedication to absolute minimalism proved to be even more challenging. We didn't want the elements to seem at all blurry so eventually the only option was to align all illustrations into a pixel grid for all resolutions. For the more abstract time powers we simplified each of them to a symbol that would be understandable but would take as little screen real estate as possible. The motion design is extremely functional and to an extent similar to the motion design of mobile apps. This was also important due to the extremely visual and hectic nature of the actual gameplay.

Indication of how successful the outcome was in the market

The look and feel of the interface was very well received as a breath of fresh air as intended. Many gaming industry insiders viewed it as the future direction of AAA game interfaces. Quantum Break has sold nearly a million units as of today.

Since the game was an Xbox exclusive and one the biggest releases of the year for it the interface took some ques from the Microsoft Modern Design (former Metro) Principles. This meant a limited, but distinctive colour palette and clean modernist typography throughout. The building blocks of the design come from the visual identity of the Monarch corporation from the game itself. Target audience consisted of the whole Xbox gaming community, especially gamers interested in story driven first person shooters.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.