paralympics

Problem: In recent years gaming has turned "NPC" into a way of describing people who seem like they don't have free will or common sense (NON-PLAYER CHARACTER).

Insight: To body builders,"NPC" refers to the National Physique Committee,the largest amateur bodybuilding league in the world.

Idea: Replace every non-player character in a GTA server with oily bodybuilders to build buzz around the NPC National Championship and the committee itself.

In-game scene mockups

In-game text box copy

Art Direction: ME
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Copywriting: ME
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Video Editing: ME

I’ve been labeled a picky eater since before I could even eat solid foods. I don’t like tomato, lettuce, or onion on my burgers. But I do love tomato sauce on my pasta, lettuce in Caesar salads (and only in caesar salads). I hate cucumbers, but I love pickles, as long as they’re not on a sandwich.

When my eating habits come up in conversation, I don’t say I’m a picky eater. I say I like specific things, in specific ways, in specific situations, and at specific times. Most importantly I know what I like, I am peculiar about details because I have my own ideas about how certain things are best consumed.
I think this is a decent way to explain my approach to art direction. I am obsessed with details that may seem small or unimportant to many.