Project Specification
Materials:
Board Fabric Greyboard Paper Perspex
Instructed by EA to develop and create a box for the launch of the Play Station/Xbox computer game ANTHEM for Electronic Arts. Multiple conceptual meetings with EA Global and EA UK with the goal of creating an unboxing experience for EA sponsored athletes. E J Melling were retained to produce a series of boxes for the 2019 release of EA’s marquee title. Box 1: EA ANTHEM Red Bull Team box. Two boxes in draw formation within a large outer clam shell box and outer lift off lid. Internal Drawer Box a) Internal rigid EVA foam cut out to hold three cans of red bull plus three Sony PlayStation controller boxes, with a printed Perspex shelf with finger lifts resting on interior rigid board built out section to the side walls of the base. Internal Drawer Box b) Internal rigid EVA foam cut out to hold EA Anthem Game plus x box controller box and a Red Bull can with a printed Perspex shelf with finger lifts resting on interior rigid board built out section to the side walls of the base. Box 2: EA ANTHEM Individual Box: Rigid grey board material wrapped with silver foil reflective metallic paper. Logos and brand assets embossed at various positions on the box. Internally rigid EVA foam cut to house Xbox and PlayStation controller boxes and a cut-out section to hold the EA Anthem game itself, again with a printed perspex shelf with finger lifts resting on interior rigid board built out section to the side walls of the base section.
Working closely with EA on their Assets and Brand guidelines we were able to have carte blanche on the product. We created a large outer clam shell box with lift off lid to hold two smaller boxes each hosting components necessary to fulfil the sharing concept of the project. We were able to utilise a full range of print techniques for this project. Silver foil paper used for exterior with logo embossing plus spot UV over Anthem Character ICON. Each box featured a removable printed perspex shelf resting on the interior rigid board built up section to reveal contents once removed. Tying in with the triangular icon heavily featured throughout the game, we were able to position the controller boxes to perfectly form the triangle within rigid EVA foam. For the product contents we produced controller boxes, nested style with black velvet 100% interior covering: as well as silver foil printed luxury drawstring black velvet bag, to complete the luxury feel of the project. We successfully produced the boxes on time and within budget, utilising a London based packing facility to pack the contents before shipping to Red Bull athletes & influencers globally
