As a child, a trip to the local shopping mall was always something to look forward to. It wasn't the shops or food that did it for me though, it was the arcade! There was nothing more exciting than being given a handful of tokens and left to roam a room filled with loud and obnoxious video games. The concept of a game room is a childhood staple to me, and to this day I'll reroute a road trip just to check out any nearby arcades.

 

Game Underground is one such place that has withstood the test of time, going from an underground strip mall location to being front and center at one of Massachusett's highest-end shopping malls.

 

It was during that move that I was asked to put together a promo package that would give the Game Underground brand a fresh new feel. A series of 15 second display-formatted video ads, standees, and a complete set of window wraps for the new location were all put together, debuting at the Natick Mall in mid-2015.

 

Based only on their existing logo, an electronic green theme was established, with particle effects and bright glowing colors homing in on the joystick-flicking, button-mashing lifestyle.