Hot Wheels Unleashed 2

Working with our friends over at Milestone on Hot Wheels Unleashed 2: Turbocharged, our team set out to expand the thrilling world of Hot Wheels even further. This sequel introduced new gameplay mechanics, characters, and environments that made it feel like a true evolution of the franchise. As part of the Vehicles Brand Creative team, we partnered with the internal Digital Gaming team of producers and marketers to ensure the game captured the heart of Hot Wheels, while pushing creative boundaries.

Concept: The team’s role during the concept phase was to ensure that while Hot Wheels Unleashed 2 expanded the scope of gameplay, it remained firmly anchored in the brand’s core values. We emphasized familiar touchpoints such as Hot Wheels City, nemesis creatures, and of course, the iconic orange track. At the same time, new additions like motorbikes and ATVs added fresh layers of excitement, giving players more vehicle types to master and race across various terrains.

While I didn't have the pleasure of working with Sidharth Chaturvedi directly I do want to give credit for the concept artwork he developed for Milestone while working at Plaion.

Development: During development, we paid special attention to the new story mode. This mode brought original characters to life, each contributing to the narrative-driven campaign, which added depth to the gameplay. Crafting these new characters required detailed collaboration to ensure they fit seamlessly into the Hot Wheels universe. Alongside character development, the vehicles themselves remained key players, each with unique personalities and abilities that had to be reflected in both their design and gameplay. We worked closely with the development team to ensure that every vehicle performed in line with its real-world counterpart, while still delivering an over-the-top racing experience.

Logo & Key Art: Creating the logo and key art for Unleashed 2 was a significant step in visually defining the game’s identity. The team faced the challenge of ensuring that the artwork captured the bold, fantastical nature of Hot Wheels. This wasn’t just another racing game, so we emphasized the inclusion of the iconic orange track, nemesis creatures, and larger-than-life environments. These elements needed to be visually cohesive while giving players an instant sense of the high-speed action they could expect from the game.

DLCs: Unleashed 2 took DLC content to a new level for the franchise. Each DLC pack felt like a fresh experience, with new cars, graphics, and even new worlds to explore. Our team’s role extended to the dynamic trailers for each release, where we worked closely with developers to ensure they were not only visually engaging but also faithful to the Hot Wheels identity. Every new set of content needed to feel exciting and offer something unique, while still fitting within the broader universe we’d established for the game.

Marketing: Marketing efforts for Hot Wheels Unleashed 2 were spread across multiple platforms, from Nintendo Switch to PlayStation, Xbox, and Steam. Our team collaborated with the marketing department to ensure the tone and visuals remained consistent, even when the assets were used on developer channels. From announcement trailers to launch day, we focused on making sure the Hot Wheels identity shone through at every touchpoint. Each platform provided a unique gameplay experience, and our marketing assets were tailored to reflect these nuances, ensuring a cohesive brand presence across all platforms.