With unprecedented gaming power and iconic, innovative design, the Area 51 is the next evolution in gaming desktops. With bold messaging and striking imagery we introduced the Area 51 to hardcore gamers in the places they visit most: gaming websites.
My role was both art direction and team lead with 2 other designers working with me. We had the opportunity to work directly with a 3D production studio to produce all the product renderings seen in the work, both static imagery and animations.
We began with a few different concept around Area 51 breaking all notions of what a gaming system was and ultimately landed the idea that you can forget everything you know about gaming. We then paired that up with a couple different versions of the exploded view so the viewer could understand how the design is different inside and out
Since we were using solely 3D cad renderings for this launch vs studio photography we had full control of every element in the shot. We had the opportunity to partner directly with the studio, sitting with them and adjusting every little screw in the shot. We even came up with some alternate angles to be used in wider materials.
We teased the arrival of the game changing Area 51 with an interactive coming soon page on Alienware.com
We worked with a CGI animation studio to create a stunning animated exploding view of Area 51. This is an effect the was used for many years to follow on countless more Alienware products in all forms of advertising.
