Neon Nights, Green Lights
A$AP Rocky: More Than a Cameo
Rakim Mayers, aka A$AP Rocky - named for his mother's favourite hip-hop duo, Eric B & Rakim - was born with a destiny for the stage. A New York native who started rapping at just eight years old, he brought a degree of authenticity to the project we couldn't have found anywhere else.
In an interview with Billboard, A$AP once said, "You got two types of rappers, the celebrity and the artist. I'm famous, I'm popular - I'm just not a celebrity. I'm an artist."
True to his word, his involvement transcended a simple cameo. Through motion capture, narration, and creative direction, his involvement ensured that every aspect of the project embodied hip-hop culture, transforming the work from a mere trailer into a cultural statement.
The Sound Of Speed
Engines Of Innovation
Working alongside EA's development team in their Frostbite engine meant choreographing scenes while the game evolved - knowing every update could potentially reshape our project. This challenge pushed us to blend rendered engine-driven shots with dynamic game capture in revolutionary ways.
Beyond raw footage, we layered in street-art inspired graphics and fluid aspect ratios, walking a razor's edge as we negotiated aesthetics with accessibility. Each frame had to hit hard while staying epilepsy-safe - no small feat for a piece this intense.
Beyond The Finish Line
We set out to capture the raw elements of street style and the rush of underground racing. Every frame needed to feel authentic to the culture - from the neon-lit streets to the spirit of the underground counterculture.
The result blends hip-hop's attitude with racing's intensity, using cutting-edge tech to amplify both. Instead of just displaying gameplay, we created a Lakeshore City that people could believe in.
