Client: Zwift

Since Zwift began, it had been an ambition of the team to create a fictional world inspired by their love of Japanese culture and pop culture.

Neokyo’s cyberpunk-inspired map is the second half of that ambition realized—the first was Yumezi, a tranquil countryside released earlier in the year that paid creative homage to Studio Ghibli.

I immediately jumped on this project. Even during its earliest conceptual stages, I knew this was a project I wanted to pour my energy and passion into.

So what did I do?

Holistic creative output that began with the naming of the map. Producing close to 100 possible names drawn from Japanese words and phrases related to cycling culture, we tested for cultural sensitivity and “general vibe” until we landed on Neokyo (from neo, or new/neon and -kyo, or capital city in Japanese).

Beyond that came taglines/headlines, web pages, emails, iterative video scripts for the launch film, print ads, homepage takeovers (HPTO), in-game banners, and more. I worked closely with art directors to develop the aesthetic and messaging that could come to define Neokyo.

Neokyo Launch trailer

Launch trailer for the new in-game map. Originally there was VO, but after iterative reflection, we pivoted to a more visually focused ad.

Neokyo is a slice of nocturnal paradise that throws you into the fast lane beneath neon lights, glass towers, and a midnight sky covering the city 24/7. This is where night speeds up. Discover Neokyo in the Makuri Islands.

 

Neokyo Landing Page

We based the entire look and feel of Neokyo on being a mirror image of another Japanese-inspired Zwift map full of tranquility and greenery. Neokyo is energetic and in-your-face, with off-the-wall fun within a map programmed to be permanently night. This idea is further encapsulated in our tagline Utilizing our tagline, “Rush Into Night.”

 

Announcement Email

 

Map Launch Email (Different segments)

Our map launch email that followed the announcement email. The images displayed below was for internal presentation only, to demonstrate how our messaging would vary based on different cohorts/audiences:

  1. Ride/Multi - Racers: cyclists or triathletes interested in competitive events

  2. Ride/Multi - Else: cyclists or triathletes interested in less competetive event formats

  3. Run: runners of all kinds on Zwift

 

HPTO

Homepage takeover on third-party websites

 

Print

Full-spread advertisement in a physical magazine

 

Activity Feed

Event copy displayed in-game on Zwift.