1 - Objective:

Continuing to evolve Old School Labs into a lifestyle brand, I conceptualized a branded Beat ‘em up game to connect with the retro-loving fitness enthusiasts in the brand’s audience and enhance the brand’s lifestyle appeal.

2 - Strategy:

A. Concept:

• Conceptualized a branded Beat ‘em up game inspired by classic retro games, aiming to combine nostalgia and storytelling in a fun, playable, and shareable experience.

B. Target Audience:

• Focused on the retro-loving fitness enthusiasts who are part of the brand’s core audience, leveraging their affinity for classic video games as an essential part of retro culture.

3 - Execution:

A. Creative Direction:

• Led the creative direction and storyline development for the game, working closely with game developers.

• The game’s protagonist was Samir Bannout, bodybuilding legend and Old School Labs ambassador, navigating Venice Beach boardwalk and facing characters inspired by fitness community memes for an “if you know you know” effect.

B. Gameplay Elements:

• Incorporated Old School Labs supplements as power-ups in the gameplay.

• Included a leaderboard and social sharing prompts to encourage competition and shareability.