Where CREATIVITY finds CLARITY
Garena needed to refresh Free Fire's visual identity to further engage its massive global audience. The goal was to pivot towards a popular 2D anime-inspired aesthetic while working with the game's existing 3D character assets
We didn't just execute a brief; we acted as the "Creative Lab" to conduct a focused development sprint that re-imagined the game's characters.
We translated the existing 3D IP into a vibrant, contemporary anime style through new concept art, character redesigns, and the establishment of a clear visual language.
Visual Identity
We translated the existing 3D IP into a vibrant, contemporary anime style.
The 'Creative Lab' conducted a focused development sprint to re-imagine the game's characters. We embedded deep cultural and stylistic expertise into the character design process, where a subtle understanding of nuances and anime tropes made a significant impact on the authenticity of the new visual language.
A Story in a Still Life
By sculpting personality directly into the model, we ensured the character's essence was baked in from the start, rather than being an afterthought for the animators.
We asked critical story-driven questions during the sculpt: How does a younger version of this star stand? What is their attitude? Posing the sculpt helped us answer these questions. This iterative, sculpt-first process proved that a character's narrative begins long before the first frame of animation—it starts the moment you begin to sculpt.
A Story in a Still Life
By sculpting personality directly into the model, we ensured the character's essence was baked in from the start, rather than being an afterthought for the animators.
We asked critical story-driven questions during the sculpt: How does a younger version of this star stand? What is their attitude? Posing the sculpt helped us answer these questions. This iterative, sculpt-first process proved that a character's narrative begins long before the first frame of animation—it starts the moment you begin to sculpt.
A Story in a Still Life
By sculpting personality directly into the model, we ensured the character's essence was baked in from the start, rather than being an afterthought for the animators.
We asked critical story-driven questions during the sculpt: How does a younger version of this star stand? What is their attitude? Posing the sculpt helped us answer these questions. This iterative, sculpt-first process proved that a character's narrative begins long before the first frame of animation—it starts the moment you begin to sculpt.
● Director / Antoine Perez ● Producer / Katerina Grecová ● Art Director / Anne Raffin ● Production Manager / Anne Raffin
