PUBG
PUBG MOBILE x Richarlison
Some characters enter a game. Others have to prove they belong in it.
That was the starting point for the collaboration between PUBG MOBILE and Richarlison, developed in partnership with Tencent for the launch of a series of exclusive in-game items.
More than introducing the player, the project needed to sustain that presence within PUBG’s logic. In an environment where rhythm, readability and visual behavior are already defined, anything that doesn’t fit immediately becomes noise.
That was the starting point for the collaboration between PUBG MOBILE and Richarlison, developed in partnership with Tencent for the launch of a series of exclusive in-game items.
More than introducing the player, the project needed to sustain that presence within PUBG’s logic. In an environment where rhythm, readability and visual behavior are already defined, anything that doesn’t fit immediately becomes noise.
Lightfarm was responsible for the visual development and execution of the campaign, structuring the process around a central principle: the character had to work in-game before working as an image.
This guided every decision from the start.
This guided every decision from the start.
Different versions of Richarlison were designed to respond to real gameplay situations, ensuring clear readability in motion without compromising integration with the environment. In parallel, assets were developed under the same principle, functioning as part of the game’s visual system even when they appear for only a few seconds.
Beyond the in-game content, the campaign also expanded into social media materials, extending the reach of the launch and connecting the project with the community outside the game.
Beyond the in-game content, the campaign also expanded into social media materials, extending the reach of the launch and connecting the project with the community outside the game.
This project reinforces Lightfarm’s role in game production, connecting creative direction, visual development and execution within a single, unified process.
If your brand or agency is looking for a partner capable of developing campaigns that need to perform consistently within complex worlds, explore the full project and get in touch with our team.
If your brand or agency is looking for a partner capable of developing campaigns that need to perform consistently within complex worlds, explore the full project and get in touch with our team.
