2013 · Client - Samsung · Agency - Rokkan · Role - Design Lead
Design and animation direction for a rich gaming experience exclusive to Samsung tablets. An extension of Samsung's Milk ecosystem (Milk Music, Milk Video and Milk VR), Milk Games is a space where gamers can discover, learn about and experience high-caliber gaming any time, as well gain points, keep track of their stats and earn rewards by battling it out in the Milk Gaming community.
Credits: Bryan Le (CD), Andrew Chee (UX), Saul Fougnier (Design)
The design direction sought to create a sleek, minimal and intuitive experience that set the stage for the latest game titles to shine on. Gamers finally had the freedom to play whatever, whenever, wherever, which led us to coin the term 'Freedom to Play’ - a call to gamers of all walks of life and levels of experience to embrace the future of gaming. This spirit permeated through every visual detail, from iconography to UI animation - even characters and in-game particles broke free from their UI containers.