For the long-anticipated newest release in the Final Fantasy series of games, Square Enix wanted to appeal to two market segments: devotees of the long-running franchise and casual gamers who would be getting their first taste of the game. Square Enix invited tenfour to show them how we would reach each of these audiences without alienating the other.

Our strategy was to position the game as an accessible epic that was deep enough for the hardcore fans, yet had an interesting story line for first-timers. With this in mind, we developed a range of tactics that subtly refers to epic movie traditions.

Above and below are concepts for the PS2 cover art.

Limited edition collectible package concepts

Retail standee concepts

Print ad campaign concepts