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VR · Mobile Game

VR Mobile Game for Advertising Award

Client
TV Nordeste / Globo TV
Role
Art Director, UX/UI Designer, Logo Designer, Motion Designer
Summary
Designed Mídia em Ação, a VR-enabled mobile game promoting Globo TV Nordeste's annual advertising award. The project won two GLOBES Awards 2016 — Regional Stage Silver for Best Digital Marketing and Best Promotional Action.
Mídia em Ação — Prêmio Mídia Globo Nordeste 2015. Project overview slide covering Art Direction, UI/UX Design, Logo Design, Print, and Motion. Phone mockup showing the game splash screen with three character mascots, Ranking and Play buttons.

Problem

Globo TV wanted to increase engagement and drive more submissions for its annual advertising award in Pernambuco. The challenge was to create an innovative experience capable of capturing the attention of media and advertising professionals while encouraging participation in the competition.

Solution

Created an immersive VR racing game where users could ride a bike, skateboard, or run through a virtual environment while collecting coins, energy boosts, and special items, while avoiding obstacles to maximize their score. The experience was supported by custom cardboard VR headsets and branded instructions, making the activation accessible and highly engaging during the campaign.

Results

The campaign drove a 116% increase in award submissions year over year, achieving a record number of entries for the competition. Audience engagement exceeded expectations, with users playing the game an average of 10 times each. The project also received two Silver awards at the Ampro Globes Awards in the categories "Best Use of Digital Marketing" and "Best Promotional Action."

AMPRO Globes Awards 2016. Red award banner showing two wins: Regional Stage Silver for Best Use of Digital Marketing, and Regional Stage Silver for Best Promotional Action. Sport mode selection screen. Three illustrated 3D cards on a race track background, each representing a game mode: Running (yellow sneaker), Skate (skateboard), and Bicycle (road bike).
Jogability diagram on a red background. White line illustration of a person wearing a VR headset, with yellow arrows pointing left and right to indicate body-tilt controls.

Navigation based on head movement

During the game, users must tilt their bodies to change lanes to dodge obstacles and collect special items.

Two gameplay photos of players wearing branded VR cardboard headsets in an office setting. A phone in the foreground shows the split-screen VR city race in progress. 01 App Screens. Full set of mobile game screens: splash screen with characters, game mode selection (With VR Glasses / Without VR Glasses), sport selection (Running, Skate, Bicycle), safety warning screen, Start and Exit screen, countdown, 3D city race gameplay with energy bar and 2,500 points, and end-of-game score screen with ranking leaderboard. 02 Details. Close-up of three key UI elements: the With VR Glasses mode button featuring a cardboard headset icon, Play, Trophy, and Settings action buttons, and a +150 points bonus badge for completing the M-I-D-I-A challenge. 03 UX Design — Flows. Top section shows six hand-drawn wireframe sketches covering the full screen flow: home, game mode selection, sport selection, safety instructions, start screen, and gameplay. Bottom section shows a clean digital user flow diagram from Start through Landing Page, Play, Game Mode, Sport Selection, Instructions, Race, End, and Ranking screens. Low-Fidelity Prototype. Two landscape phone mockups showing grayscale wireframes: the left phone displays the dual split-screen VR view for use with glasses, and the right phone shows the single-screen standard view without glasses. 04 Concept. Four early concept sketches: the M.O.V.A.S.E. team mascot visual identity, the first draft of the 3D city game environment, a sketch of how the phone accelerometer controls the avatar in VR, and a draft sheet of in-game obstacles and collectible items. 05 Cardboard. Die-cut template for the Mídia em Ação branded VR cardboard headset, showing the printed front panel with logos and the inner optical lens die-cut layout. A photo of the fully assembled headset is shown in the top right.

Designed in partnership with Facform, a custom VR viewer inspired by Google Cardboard. Unlike the original version, our headset arrived fully assembled and ready to use, making the experience faster and more accessible for users. To improve comfort and immersion, we also added an adjustable headband, allowing participants to play hands-free and engage more naturally with the VR experience.

Three VR headset iterations side by side: the original Google Cardboard, the custom white cardboard prototype during the test phase, and the final branded Mídia em Ação headset — inspired by Google Cardboard, fully assembled and ready to use.
06 Show Case
07 Logo. Mídia em Ação — Prêmio Mídia Globo Nordeste 2015 logo with bold 3D letterforms displayed over a 3D animated city background with a sunburst lighting effect. 08 Icon App. Rounded square app icon featuring three illustrated game characters — a runner, a skateboarder, and a cyclist — set against a red and yellow gradient background. Closing slide on a red background. Smiley face icon above the text Thanks for Watching! with an irvingsuna.com button below.

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