Sonic the hedgehog

sonic.jpg

Role: Creative Director, Creative Strategist
Client: SEGA

a major overhaul

It was 2015. Things were not looking good for the world's fastest hedgehog. He had recently come out with two games that met with poor reception. His Twitter following growth had slowed to a near halt. Something new needed to be done. Something different. Something extraordinary.

It began with a big shift in tone by posting a meme with Ice Cube and Guy Fieri, parodying the Sonic game 'Fire and Ice.' Priceless. From there we began tweeting self-aware tweets and snarky comments to fans. People started to take notice. The social following began to grow. It was as if the account had gone rouge (it did; we stopped sending content to higher-ups for approval). It was a hilarious, self-aware, and loved by fans.

After we released an absolutely insane video featuring Shia LaBeouf (below) that trended on Facebook, this new content strategy and tone was solidified.

SPOILERS AHOY! Stop giving up. We've just released a new (fictional) DLC for Sonic Generations that adds actual cannibal Shia LaBeouf into one of the game's final cutscenes. Don't let your dreams be dreams.

(^SEGA, 2015: “Can you do something with the Shia Labeouf meme?” Me: [Makes the video above]) I was so scared when I sent this video over, I thought I was going to get fired. To post something like this on an official brand account of a video game icon was terrfying. My fears ended up not coming to fruition and the video ended up winning a CLIO.

We started getting praise from the likes of BuzzFeed, VICE, Polygon and more on our new approach. Our following begain to surge and intrerest in Sonic the Hedgehog was higher than ever. We had turned his greatest weaknesses into his greatest strengths.

Enter 2016. Our task was to go FULL FORCE with the approach we set up at the end of 2015. With a new and improved Twitter account and Sonic's 25th anniversary on the horizon, all eyes were on the world's most famous hedgehog. We continued on improving and posting our own original content and memes, referencing inside Sonic jokes that previously would have never been allowed on the channel, and parodying pop culture; all with that signature Sonic Twitter sass. We even released a mixtape on SoundCloud (it's lit), showcased new art, and hit cryptic teasers to the new Sonic game throughout our social media posts. It was pretty much went totally out-of-control wild.

SPICY ORIGINAL CONTENT

Here’s a look at some of the content I worked on for Sonic the Hedgehog’s social channels. From overall concept, creative direction and copy direction, this work helped grow the channels by millions of followers organically.

transcending social

Our new approach to Sonic’s social media ended up causing an unexpected bromance with the Dues Ex twitter account when we tweeted a fake, future game box art as a joke. The year happed to be the same year the game Dues Ex: Mankind Divided takes place.

After tweeting regularly with the Dues Ex account back and fourth for a year, the original post where the bromance was first started actually ended up being featured in the final version of the Dues Ex: Mankind Divided game as an easter egg, an inside joke that delighted both Sonic fans and Dues Ex fans.


project youtube

In addtional to Sonic’s social media channels, we were tasked by SEGA to overhaul Sonic’s YouTube channel with regular original content. Below is some of the work produced under my creative direction for Sonic’s 2016 YouTube refresh. This original content doubled Sonic’s YouTube following in under a year and helped the blue blur reach a younger demographic:

Take a look at recently unearthed footage from the SOA tackle box vault of a never before seen infomercial for Sonic Mania's Collector's Edition. You can really feel that '90s A E S T H E T I C. To order for your preferred console, check the links below.

Happy 25th Birthday, Sonic! Check out this timeline featuring highlights from all of Sonic's 25 years.

It's back. On Friday, June 24th, Sonic and Eggman are coming live to Twitter (https://twitter.com/sonic_hedgehog). Bring us your biggest life questions - we'll have answers!

Sometimes, your friends get into ruff situations. Sonic the Hedgedog to the rescue!

Disclaimer: SEGA does not actually condone putting glitter in cake, regardless of how beautiful it looks. Eating books to digest knowledge won't make you smart either, trust us, we've tried.

With the success of the four part series, we nabbed an exclusive interview with the Hedgedog herself and asked her the burning questions about acting.

Join us as we uncover the secret easter eggs of Sonic Social and MORE CLUES. Coincidence or a meticulous hidden conspiracy? END MUSIC CREDITS: "Checkpoint" https://www.youtube.com/watch?v=_cB3HXVvm0g Performed by NITRO FUN & HYPER POTIONS; Words and Music by Gustavo Rangel, Kevin Villecco, Ian Tsuchiura © Monstercat Inc., Administered by Monstercat, Inc.

Join Sonic on a brand new stop motion adventure as he encounters a mysterious enemy. Coming soon to a whiteboard near you!

Our flat spiky blue hero continues his adventures on Whiteboard Hills when he discovers the dreaded mastermind behind the Eraser Djinn.

"And in that moment I saw everything. I saw the universe. The secrets of the stars. The beginning of it all. The end of it all. The flourishing of life My past and my present Everything spiraling inward I saw my enemies come and go Saw the faces of those I would never meet I saw the seven servers I saw More clues More clues and more clues And then...

SPOILERS!**] This fall, join the Boom crew on a wild ride where nobody ever gets off. In this new, most-likely-fictional take on the events of Sonic Boom: Fire & Ice, the thing that matters most is... the power of love. This parody is also not meant to ever be paused, so please, don't do that.

It's not easy being an evil mad genius. Watch as Eggman tries to think up new diabolical Badniks.

The dream is real. Sometimes, you get a shiny new toy to make vidja games on.* Sometimes, you let the social team get their hands on it. We do not apologize. *There's not actually any Sanic VR in the works. We wish there was, though!

Happy Hedgehog Day, everyone! In a little homage to the original Sonic Adventure 2 commercials, we got an actual hedgehog in for today's video. Then he destroyed everything. [4116]

New artist GabePaintedWhat gives you the inside scoop into how Sonic Team draws your favorite memorable characters. Follow him on Twitter: http://www.twitter.com/gabepaintedwhat