Plaion / Voxler have been making the highly successful “Let’s Sing” karaoke game series for decades.

As such, they had a very good understanding of their target audience but also recognised the need to keep the title feeling fresh and exciting to not only keep the core base happy but also help attract new fans.

This meant I oversaw a complete overhaul of everything: starting with the keyart which was re-designed in a modular way so we can update it each year, easily swap out featured artist photos for different global territories and adapt it for multiple uses: from physical pack art to point of sale and everything in-between.

Next up were the films which you guessed it, needed to be modular so that we could highlight different game attributes and create narratives that would appeal to each target audience.

Oh and they have to be fun. And we need loads of them. And cutdowns for social. And social content as well. And we only have budget to shoot for a day and a half. Did we mention we need these in a month or so as Christmas is the biggest sales period for the game?

No problem. A pleasure in fact…but it’s probably best if I don’t sing.