Final Fantasy XIV Dawntrail ad campaign & website design
Project Goals
For the launch of Final Fantasy XIV: Dawntrail, Square Enix sought an engaging ad campaign to showcase the new world of Tural. The talented creatives at We Are Royal developed a travel-themed campaign complete with its own microsite, TV and digital promotions
Joseph crafted the cohesive design, look, and feel for the video assets and spearheaded the website design for tourtural.com.
CLIENT:
AGENCY:
Website Design
The focus was to intrigue fans through a captivating yet humorous travel website, featuring sneak peeks and hidden game characters. Joseph blended elements from the game, campaign, and travel imagery into a rich, flexible website design infused with touches of gameplay.
Designing the content
The website covered everything from activities to the gear needed to explore Dawntrail’s Tural. The challenge was to flesh out each section with imagery that stayed true to the game while also feeling like authentic travel activities.
Throughout each page, characters are integrated in fun and surprising ways—from peeking out behind foliage to participating in the travel experiences.
Health & Wellness
In addition to typical travel imagery, the designs for each activity were infused with clever phrases and visual twists.
From Cactuars giving massages to Moogles meditating, these creative elements added a fun and unique flair to the website.
Things to do
With a whole new world to discover, the design of unique activities and tours was a must to engage fans.
Each activity highlights a different aspect of Tural, featuring characters like Pictomancer or unique Turalian experiences.
Travel Advisories
Humorous travel advisories were designed to appear throughout the site, keeping the experience dynamic and engaging. The campaign’s floral and fauna imagery served as the backdrop, complemented by caution graphics and integrated game characters.
Deputy Director blog
A key part of the advertising campaign was the interim deputy director, who introduced viewers to Tural. On the microsite, the story continued with additional blog posts about the adventures and mishaps of the deputy director.
His desk served as the design backdrop for new blog content and images. It could be easily updated with notes, photos, travel items, and Tural merchandise that reflected the current blog topic.
Overarching styles
The existing campaign style was expanded and simplified to work effectively across the website and digital assets. An additional teal color was introduced to infuse a tropical travel feel into the website while also serving as a practical UI highlight.
#0e3d22
#D8B354
#1BB3C9
#091C43
Campaign font – TT RICKS
Campaign Video
The campaign video introduced the interim deputy director for Tural, who welcomed fans to this new world.
Joseph developed the overarching color correction and composite look, seamlessly blending live-action green screen footage with game environments, atmospheric effects, and additional campaign floral and fauna imagery.
FINAL Live action spot
Creative, edit and composite by We Are Royale
Critics & messages from the board
In addition to the overarching look for the main campaign video, Joseph designed the look of the critics’ quotes and ‘Messages From The Board’. The Tural environments serve as a backdrop, with the quotes seamlessly woven into the scenery.
Explore similar projects
Entertainment + Ad Campaign Design
