Background

Netflix’s creative marketing team in Japan tasked Tommy to help formulate a title strategy and resulting key visuals for the animated saga Transformers: War For Cybertron that would drive awareness for the chapter launch, differentiate the series from Michael Bay’s Transformers, and target existing fans while enticing new audiences at the same time. The main, ensemble and individual character key arts - both still and motion variants - were rolled out globally. Due to confidentiality agreements stipulated in our contract, we are unable to share the budget.

Describe the creative idea (40% of vote)

After exploring a few creative approaches, we struck upon a route that sets up the ever-raging rivalry between the Autobots and Decepticons - two factions warring for the same cause but through different means. To strengthen the series’ connection to the original G1 franchise and target existing Transformers and Super Sci-Fi fans, we sought to feature nostalgia-inducing elements of the 80s aesthetic. Hinting at the explosive action to come was also one of our key priorities, in order to draw new audiences into the franchise.

Describe the execution (40% of vote)

Initial drafts of the posters were sketched on Procreate. Following client feedback, we refined the visuals on Adobe Illustrator. Across all key visuals, the overall colour palette plays up bold highlights and shadows reminiscent of retro posters, while recurring motifs of fiery explosions, smoke and sparks allude to the exhilarating action ensuing in battle. The main and ensemble key arts depict the two sides poised to face off and wielding their trademark weapons, with iconic leaders Optimus Prime and Megatron as the central focal point. Cybertron’s city skyline and notable buildings are in the background, referencing the show’s setting. As a nifty easter egg for hardcore fans familiar with Transformers lore, we embedded a hidden symbol from ancient Autobot language in each individual character key art. When viewed and decoded in sequence, they spell out ‘Kingdom’, the title of the Transformers: War For Cybertron trilogy’s final instalment.

List the results (20% of vote)

The posters were shared on various brand and partner channels, racking up over 260,000 engagements. Social sentiment was overall positive: the majority expressed their anticipation for the series and some discerning fans praised the refreshed take on the G1 style. Over the 3-day period in which the character posters were unveiled, eagle-eyed fans began spotting and puzzling over the hidden symbols from the get-go, and had decoded the easter egg’s message within a day of the final release. Major entertainment and geek culture websites like IGN, Polygon, Comicbook.com and GeekTyrant also featured the posters in their coverage of the series.