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INTRODUCTION Nomada Studios is an entertainment company focused in the video game industry located in Spain, Barcelona created 2 years ago. This organisation is aimed on developing indie entertainment content such as indie or alternative video games. As we know today, Nomada Studios has created its own game called GRIS in 2018. Even though the enterprise has only one game made, it is becoming famous for its amusingness. Gris is composed of professional developers and most importantly, artists which try to reflect a pain reality in a world filled with harmonic and dedicated colorful paintings. Illustration, painting and graphic design combined that tries to evoke certain feelings and emotions. This game speaks for itself. The main character would discover new paths to solve hard situations and reach freedom. We have chosen to do Nomada Studios because we empathize with the main character. We believe that this content is not widely famous and not done for the mass audience and so evokes and shows perfectly the feelings that the author tried to communicate. Moreover, the art involved in every scene is greatly done in detail which makes the experience better and better. This game is a demonstration of indie entertainment culture and an art to be appreciated.
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INDEX INTRODUCTION 2 GENERAL OBJECTIVES
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JOB INVESTIGATION
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BUYER PERSONA
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PANTONE 8
THE VIDEO GAME
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THE STORY
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THE CHARACTER
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THE WORLD
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ARTISTS 11
BRAN SOLO
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VERGVOKTRE
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VARGUY
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TIM MOLLOY
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SANTIAGO CARUSO
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OH DE LAVAL
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MICHELE MELCHER
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ANA SEGOVIA
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OKUDA
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TIFFANY ALFONSECA
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PICHI Y AVO
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XURI FENTON
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GRIS 18 TRANSMEDIA OF GRIS
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TRANSMEDIA OF PANTONE
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THE ACTION FOR THE CAMPAIGN
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TRANSMEDIA OF GRIS AND PANTONE
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CONCLUSION 25 BIBLIOGRAPHY 26
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GENERAL OBJECTIVES The main objective of this project is to increase the visibility of the enterprise. The enterprise is widely unknown, and we must solve this problem. The first stage of the consumer journey is awareness. Furthermore, we want also to improve the game notoriety that will also affect the reputation of the enterprise positively. In summary, the reinforcement of the image construction. Another important objective, the money. We are a company and our goal is to earn money. In addition, we want to gather money because we are doing this campaign in order to make a bigger project that Nomada Studios is developing and needs a big budget. To reach the written goals above, we will develop a communication strategy named transmedia campaign. This transmedia campaign involves many particles that will ensure the aims of the enterprise and additionally, the transmedia plan is going to make the consumers be close to the enterprise. Such as improving the user experience, knowledgement of the organization and so, the enterprise concept. Last but not least, we will create something similar to a CSR strategy, that means a Corporate Social Responsibility in order to reinforce the values of the company and add social value to the society. The theme will be the art block, a common problem within the artist that is a tabĂş problem in our current society. 4
JOB INVESTIGATION For the accomplishment of this project we based it off on these other works that have the same objectives and theme on them. NUBLA is a videogame about a character on a lonely world that exists inside the paintings of the Thyssen-Bornemisza Museum, the character wants to know who he is and his past solving puzzles while advancing. An educational project where narrative blends with art. Because of the great reception the videogame had acquired it got extended and changed its name to NUBLA: The world of Nubla (2016) and even got a second part called NUBLA 2 (2019). Another great example comes from the National Archaeological Museum from Nรกpoles which created Father and Son (2017) as a new way to connect with their digital and physical public. The video game has a multi-language option and tries to augment the visibility of the museum through the experimentation of different communications through the history which explores the feelings like love, dreams, fears with the journey of a kid to the discovery of an archaeologist dad which he has never known. The father brings the kid to different times of history with references to daily life. With these projects and examples we are not talking about gamification, we are talking about making a full original short game which his objective is to go beyond amusement. 5
BUYER PERSONAS PROFILE - With higher degree studies
CHALLENGES - Get a steady job - Work in the ad industry
DEMOGRAPHIC DATA - Woman, 23 years old - Lives in Tarragona - Lives with his parents - No monthly income HABITS - Spends many hours a day in front of the computer - Does not spend many hours a day on social networks
FRUSTATIONS - Not being able to spend time with the family because of the covid - Political and economical problems INTERESTS - Passionate about music and art - She likes to walk in themountain and spend time with her family - She’s interested in technology
PROFILE - Animation and art student
CHALLENGES - Pay the flat - Pass the activities and tests
DEMOGRAPHIC DATA - Woman, 18 years old - Lives in Barcelona - Lives in a student building - Works on a cafeteria HABITS - Drawing and take sculpture classes - Half-time cafeteria job
FRUSTATIONS - Not having enough money - Can’t go out because of Covid - Break-up with his boyfriend
INTERESTS - Loves art, History and Animation - Likes animals and flowers or other flora
PROFILE - With a regular job of 40th hours
OBJECTIVES - Become a full pledged artists with at least one exposition
CHALLENGES - Get promoted on his job or improve his salary
DEMOGRAPHIC DATA - Man, 28 years old - Lives in Spain - Lives in a house with his boyfriend (not engaged) HABITS - Likes to play video games while listening to music - Goes to the gym every two days
OBJECTIVES - Create his own company
FRUSTATIONS - The Covid crisis and management by the government - Getting fired because of Covid
INTERESTS - Passionate about video games news - Loves rock music and other styles - Likes fantasy books
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OBJECTIVES - Make his professional career bigger and change houses
PROFILE - College student of PR and Ad
CHALLENGES - Work on the video game industry - Get a job
DEMOGRAPHIC DATA - Man, 25 years old - Lives in Barcelona - Lives with his parents HABITS - Play video games - Read manga - Taking a walk with his dog
FRUSTATIONS - The economic situation on his country - Get a bad job after finishing his career INTERESTS - Video game news and updates from the industry - Japanese culture and manga - Loves role playing games like D&D
PROFILE - “Bachiller” student
CHALLENGES - To not get bored - Pass the exams
DEMOGRAPHIC DATA - Woman, 17 years old - Lives in Madrid - Lives with his parents HABITS - Study - Plays mobile games - Go out with friends
OBJECTIVES - Work on a big video game company
FRUSTATIONS - Wifi issues - To see his father stressed because of the Covid situation
INTERESTS - Likes pop music and video games - Loves internet culture - Entertainment lover
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OBJECTIVES - Study abroad
PANTONE We encounter ourselves in these trying times when a virus is stopping all types of movements and group meetings, making us adapt to these circumstances where we have to work from our houses digitally and cancelling events from our calendars. One of the industries that have suffered some damage because of this situation is the Art exhibitions, that’s why Nomada Studios a videogame company very close to the art industry wants to help to improve Thyssen-Bornemisza Museum on their new exhibition using an Advergaming project. The objectives of this project are: - Improve the visits and impact of the exhibition - Make an unique experience - Talk about the problem of art block - Encourage the digitalization of these events - Make the event into the news
THE VIDEO GAME This project consists of creating a short videogame about the exhibition, so we can make an interactive digital experience for it where people who want to visit this exhibition but can’t go physically. The video game will be an experience similar to Gris, a 2D platformer with simple interactions and gameplay.
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THE STORY PANTONE is a game about a girl that is an independent artist who has lost all inspiration about her art works and is in need of new inspirations and experiences… The character will go on an adventure to search this passion and flame it needs for her works. The world is set on a fantasy imaginative world distributed on different stages, the first stage will be a scenario which represents the emptiness of the character art and how it is a burden of hers, then she will take a walk and then encounter another scenario… This scenario will be a stage based on the first painting of the exhibition, she will investigate the place jumping on platforms and puzzles and at last she will arrive at an altar where she will get a “flame” which represents the inspiration that she has been searching and the cape she is wearing will change design depending on the flame she acquires, this will be with every other stage/painting. At last but not least, when she acquires all the flames she will go back to the start and paint his new work and then lose all these flames in the process of the painting. The final scene will be her looking at her painting (which will be the final painting made by Conrad Roset) smiling but looking at her scarf which is back at how it was at the start, but this time is different she smiles back and then starts running again to another place…
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THE CHARACTER The nameless character is a black girl with half curly black hair and the other half with dreadlocks, a blueish turtleneck sweater and black harem pants. She has as accessories a belt with a set of brushes and the most important part is a shoulder cape which represents the piece of cloth that artists use to clean their brushes. This cape has stains of different colours like she is using it to clean her brushes, the thing is that this cape is a way to represent her inspiration at the moment that’s why the game will be playing with this cloth, every time she acquires a flame the cloth will acquire a different colour, strokes, designs, etc‌
THE WORLD The world is a plane that is a fusion between the cognitive world of her artistic skills and the cognition of the paintings of the exhibitions. The world will be distributed in different stages and connector stages, for example the first one will be a blank space with a lot of canvas that represents the emptiness of her inspiration and artwork, the next stages will be the paintings of the exhibition but with some extension to it so it can be a stage.
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ARTISTS Our video game will be based on and made up of different contemporary emerging artists. Each artist has a point of view that enriches and favors the overcoming the blockage of our character. In order to overcome it, he must first find the reasons for this void and each work will be of great help. Among the different artists, their own styles and different techniques are reflected when executing their art. Diversity makes everything richer, and that is exactly what the heroine needs, the different points of view of the world around us from each artist. We wanted to enrich more the experience by being emerging artists, since that gives the public the opportunity to see these artists grow and evolve, something that the great asynchronous artists can no longer offer. In addition, it is an opportunity to make yourself known and your incredible talent.
THYSSEN-BORNEMISZA MUSEUM The Thyssen-Bornemisza National Museum is an art museum in Madrid, Spain, located near the Prado Museum on one of the city’s main boulevards. The Thyssen-Bornemisza fills the historical gaps in its counterparts’ collections: in the Prado’s case this includes Italian primitives and works from the English, Dutch and German schools, while in the case of the Reina Sofia it concerns Impressionists, Expressionists, and European and American paintings from the 20th century.
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BRAN SOLO Bran SĂłlo, an artist from Murcia, affected by a macular injury (kaleidoscopic vision) that gives him a different perspective of the world. The Mediterranean sea is reflected in his paintings by the blue palette of colour. Normally his works are representations of distorted men with a sad and melancholic aura, that tries to break with the rancid spanish conception of masculinity.
VERGVOKTRE Vergvoktre is a Russian artist that uses ink and paint to create ghostly images of hell, or somewhere near it. His works are born from his greatest nightmares with which the public can feel connection and attraction to the macabre. We don’t know much about him, and this is part of his character, that makes him a much more interesting and mysterious atmosphere.
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TIM MOLLOY Tim Molloy is an illustrator from New Zealand that makes weird art, mostly in the form of comics and watercolour paintings. He is inspired by the occult, religion, post apocalyptic, science fiction, psychedelia and a lifetime of bizarre dreams. His works are noticed by the huge amount of vibrant colours that he uses.
VARGUY Varguy is an illustrator and digital artist from Germany. His works reflect an unreal world that some of them remind us of Japanese animation. He creates an illustration, titles it and lets the public create their version of the story, even though it is a static image, he transmits perfectly the movement of the scene and lets us imagine what could have happened.
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SANTIAGO CARUSO The Argentine Santigo Caruso is considered as the illustrator of the dark, because throughout his career he has dedicated himself to giving life to some horror and fantasy stories of the best feathers of this genre, from emerging talents to established authors such as Lovecraft and Edgar Allan Poe. His works reflect the horror, suffering and fear that the characters in a narrative experience.
OH DE LAVAL Oh de Laval is a Poland artist and painter. She elaborates on figurative and colourful paintings, and frames some of the most obscene, lustful, lewd human impulses in a childish and innocent way.
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ANA SEGOVIA Ana Segovia, a Mexican painter with a figurative painting style she reflects on masculinity and the sociocultural conventions that arise around it. His paintings, full of cinematographic and literary references, show his interest in the performative aspect of masculinity, as well as the formal influence of painters such as Hockney, Schutz and Bacon.
MICHELE MELCHER Michele Melcher, born in Pennsylvania, is a classically trained fine artist and illustrator. She plays with the fine realism technique to paint unrealistic scenes and characters.
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OKUDA Okuda’s is a Spanish artist from Santander with a geometric recognized style. On his works he uses intense colours and plays with dimensions and shapes, his art could be categorized as Pop Surrealism with a clear essence of street forms.
TIFFANY ALFONSECA Tiffany Alfonseca, is a Bronx- based Dominican-American mixed media artist who creates vibrant and colourful artworks that celebrates Black and Afro-Latinx diasporic culture. Alfonseca’s artwork is an intricate combination of beauty, diversity, and multilingualism that exemplifies the strength of the Black and Afro-Latinx diaspora.
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XURI FENTON Xuri Fenton is a Spanish illustrator, in addition to having a YouTube channel dedicated largely to art and illustration, she is also an empowered woman who emphasizes her feminism in many of her works. Her way of capturing reality is by deforming it and exaggerating it a bit. Xuri’s works are characterized by their large ears and her use of vibrant colours.
PICHI Y AVO Pichi and Avo, a duo from Valencia that create balanced blends between the most urban art, graffitis, with the pure classical art, sculpture. This contemporary fusion is an innovation to connect both types of arts by a creative way, we can find their works on the outdoor or indoor.
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GRIS The first project of Nomada Studios, the game that made one little team become one of the most important indie games companies in the world. Gris is an artistic platform video game that makes you experience the journey of a girl who is lost in his depression, this game became a huge success even when it was still in development and even more when it was released and is already famous but we think that it still has more potential that can be squeezed with some transmedia strategies. The objective of this project is to: - Improve the visibility and the impact of the brand and the game - Improve our income and investors for future development - Transform Gris into something more than a game - Improve the image of the company We think with our hearts that videogames are art and Gris is one of the greatest examples right now therefore we will be using a lot the subject of art on our strategies. Another great point we want to highlight is that right now our country is having a huge success on the videogame industry but in terms of how much is our country culturized about video games we see there’s a lack of common knowledge even when is one of the most important and growing industries in the country, so we want to make Gris become a part of the history of video games in Spain and try to improve the visibility and reputation of them. 18
TRANSMEDIA OF GRIS CONTENT MARKETING - A movement to encourage people to speak up their experience with mental illness. With these stories we will create an illustrated book series about the consumers’ experiences, with the money we earn we will donate it to an association which investigates and tries to cure mental illnesses. - Gris Diary: a small diary decorated and designed by Conrad Rosset where users will be able to write whatever they want, their feelings and experiences just like the character does. The catch of this diary will be that it’s the actual diary of the protagonist of the game, and users will find notes and comments from her in the diary talking about insecurities, problems, goals, etc.
TRANSMEDIA STORYTELLING - We will create a Street art campaign of our Gris main character of her going through Barcelona city, this will be a hint of our next move, we’ll be hiding our characters in pictures of different galleries and art expositions, and then, without being too obvious about it we will engage people to find them, with messages like; “we’ll be in the x Barcelona Expos of this X days, if you find us, take a photo with us and send them to our Twitter account for a nice surprise.” which will be a gift of 1 of our resin figures. (more hints will be given in different museums and expos that collaborate with the main museum and Nomada studios partnership, we mentioned some of them before.)
UGC - Ask our audience for some pictures of the natural or urban environment of their surroundings and then animate the images with our main characters interacting with it, this will be rewarded with pantone points. 19
ADVERGAMING - Rivals of Aether is a fighting game which usually uses indie games protagonists as their fighters, with this we intend to make our protagonist a fighter of this game trying to bring originality and visibility to the character and game. - Counter Strike music pack for the game, Counter strike Global Offensive uses as a microtransaction different albums from original artists or videogames to change all the OST from their game to the one you bought. with this we want to achieve more visibility and income for our future projects
CITY BRANDING Barcelona is the city of art and culture and here it lives an incredible amount of different cultures and artistic approaches, for example, architecture, street art, modern art, classical art, sculptures, etc. Sometimes these features seem to have been ignored by tourists or people from the country, so we want to participate in a project to improve the visibility of the artistic culture that this city has. This project will be a campaign with the city council of Barcelona where we will use the work of Conrad Roset and other artists from Catalunya to bring some art to the streets. This will work with picking a huge quantity of paintings and sculptures from these artists and scattering them to strategic points of the city and even strategic points of infrastructures like the airport, Hospital Clinic, Arc de Triomf, Plaza Catalunya, etc. The museums will have a role in this campaign and they will be picked to represent one artist, so when the art works of this artist are exposed they will have the name of a museum representing the artist so people will know where they can go to see other works from the artist. As our part of the project we will be using art from Conrad and mainly art of Gris, we want to tell people that videogames are art and that this country has a good gaming culture developing video games. This project will be named “Barcelona is art� and we hope this will give visibility to us and the other artists who will be participating and creating a better scenario in the city to enjoy art. 20
TRANSMEDIA OF PANTONE CONTENT MARKETING - Give a small print of one of the paintings of the expo when someone buys the physical ticket of the museum, the back of the print will have the name of the expo on a stylish font and on the inferior part of it there will be a little drawing of our character looking at the title. (This particle is linked to a bigger one from the Transmedia StoryTelling part).
TRANSMEDIA STORYTELLING - Create a Hype campaign on Twitter, starting by changing the header to a drawing of the first part of the game that is the blank world of failed canvas. Also putting a link in the bio to a new section of the museum website where users will find info of the partnership about Nomada and the museum, this page will have a bigger drawing of the blank scenery of failed canvas, and then we will be updating the page and Twitter with some more information about the project. For example a drawing of the character displaying his back looking at an endless scenery. - We want to be subtles with the hype campaign, so then, we will promote a link to a new webpage where people will be able to see a gif of the first map of our new game, and below, the logos of Nomad Studios X Museum.Also there will be the option to create an account, opening a user section.
ADVERGAMING - Music from Pantone will be posted on an update of the game VOEZ, this is a rhythm game which uses various original music from artists or collaborations with video game companies. With this we want to improve the fame and value of the game Pantone. 21
UGC - This will be a contest where we will ask our fans on social media to sign on a webpage, this page is the Pantone project where they will enter a contest to appear in the game as part of the world. If they win they will have to send us a picture of them or a text explaining how they want to be represented. - Create a # where fans will edit themselves into a white canva “#thebeginning”, we would have put our new character in a white canva pined in our Twitter since it’s the first frame of the new Game. Twitter accounts with their mail linked to their created account in the website that use the # will receive some Pantone points.
THE ACTION FOR THE CAMPAIGN The whole campaign will be based on a virtual points system, for example: Pantone Points, that will be a coin that users will own by interacting with our campaigns. Thanks to this system we will be able to reach more people, create more interaction in digital media and find new creative ways of getting money that don’t press our customers ‘s wallet, such as social media collaborations thanks to our high interaction, more investors thanks to our brand impact and relevance, patracinated spaces, etc. This will be possible thanks to the use of google apps, since we will know who’s the people are interacting with us in social media if they have the same gmail account they used in our website to register, linked to them.
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TRANSMEDIA OF GRIS AND PANTONE CONTENT MARKETING - Figure made of resin of the characters of our company, this particle will be linked to the point system. - Collaboration statue of the protagonist of Gris and Pantone together, this will be a limited edition merchandising with a high value price. - Create a Website user section, for them to check their actual Pantone points, get info about new expositions and more content like a page for users to download HD wallpapers with different resolutions for PC, smartphones, Twitter Headers or other social media. Another section of this web page with different tattoo designs, pins, medals, etc. - We will talk with an Art shop in Barcelona called “Casa Piera�, with them we will create an artistic set with different tools like pencils, aquarelle, brushes, canvas, etc; but with a twist. The contents are the ones used by our artist with the respective pantones of the game, this will be just an artistic tool kit but with the extra of having the pantones and other things from our game as an added value.
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UGC - A series of digital art classes made by Conrad Roset and the artists involved in the Gris game, this first one, from Conrad would be free, to enter the next ones from other artists will be paid. Another series of art classes but with the artists of the exposition, after this we will use social media to encourage the users who attended to post their fanarts and what they learned to obtain Pantone Points. - Cosplay/prop making contest on social media, the prize will be a crossover figurine of the protagonist of Gris and Pantone as first prize and the other prizes will be pantone points or other merchandising.
ADVERGAMING - Free actualization of the game Gris, where the main character will go explore the world again but with the vision of a reformed person, with the mental illness being a far memory. The gameplay will be more fast-paced and colorful, similar to how it works in the game Abzu when you get into a current. The character will not interact with the mobs or the map, she will explore it and the new features of a reforming world. This update will mainly focus on the music and at the end of it, the players will see our new character observing Gris’s main character leaving that world. (30 min game, to give some content to the gamers and to introduce the new character in a soft way, and then start our Hype campaign on Twitter, which it’s explained in the transmedia storytelling part.)
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CONCLUSION To sum up, this project has been without a doubt the one. We are so proud of this work and we would like to improve it in the future. At the beginning we were a bit confused, many ideas and many ways to go but we started to think and an idea came up, a brilliant one. First we thought about creating a completely new game and made a campaign about it while using other transmedia strategies for Gris but in the end a new game was too much for us. So in the end we created a new game but smaller than what we had in mind. We wanted a game that people could enjoy and have a nice experience playing it while being educative, so we thought about developing a game about art, about a museum, a game where you travel between paintings of different artists and so we polished the idea and Pantone was created. We created a transmedia plan with enthusiasm , we developed some main objectives and we oustanded them. Furthermore, we delivered the values and key messages that were needed to communicate and we are so proud of it.
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BIBLIOGRAPHY - Alejandro A.(2015). Análisis de Nubla para PS4. Obtained from: https://www. hobbyconsolas.com/videojuegos/nubla - Ana O. (2018). Videojuegos para bibliotecas, archivos y museos. Obtained from: https://anaordas.com/videojuegos-para-bibliotecas-archivos-y-museos/ - Museo Archeologico Nazionale di Napoli. (2017). Father And Son – The Game. Obtained from: https://www.museoarcheologiconapoli.it/it/father-and-son-thegame/ - Sara B (2019) Análisis de Nubla 2, buscando el origen de la tormenta (PS4). Obtained from: https://vandal.elespanol.com/analisis/ps4/nubla-2/37961#p-73 - Steam. (2019) Nubla. Obtained from: ttps://store.steampowered.com/ app/1101000/Nubla/?l=spanish - https://www.pichiavo.com/ - https://www.bransolo.com/ - https://www.timmolloy.com/ - https://www.deviantart.com/varguy - http://santiagocaruso.com.ar/ - http://www.ohdelaval.com/ - https://casawabi.org/ana-segovia - https://www.michelemelcher.com/ -http://okudasanmiguel.com/ - https://www.tiffanyalfonseca.com/ - https://xurifenton.shop/ - https://www.deviantart.com/vergvoktre 26