NFS HEAT
STUDIO
EXPERIENCE / ART DIRECTOR
ELECTRONIC ARTS
SUMMARY
A companion mobile app for Need for Speed Heat, built around car customization, weekly drops and AR integration that let players design and share their rides before launch.
I directed the experience and art, shaping the narrative and environments, while leading lighting, effects and cinematics to ensure the Unity-to-Frostbite translation stayed true to the NFS brand. The app became a central engagement tool for EA, with millions of customized cars created and shared ahead of release.
TYPE
Companion App
Campaign Platform
WHAT I DID
Experience direction
Art direction
Narrative & audiovisual direction
Visual development
STATS
2M+ downloads
24+ minutes daily session time
5M+ pre-launch car designs with 57M+ views
A HUNDRED CARS TO CUSTOMIZE
Revive a 25-year-old franchise with fans split between nostalgia and new expectations. EA didn’t just want a hype tool, they needed a playground where players could build, share, and obsess over cars before the game even launched. The catch? All cars and customization systems existed inside EA’s Frostbite engine. We had to translate them into Unity for the companion app without losing fidelity or breaking the experience.
MY ROLE
I was both Experience Director and Art Director, working alongside the Creative Director and EA to shape the campaign through this companion app. Inside the app, I defined how every environment, car presentation, and weekly drop cinematic looked and felt. I designed and built the garage spaces, directed lighting and effects across Unity scenes, and made sure the Frostbite-to-Unity translation preserved the NFS identity. My direction set the tone for how players experienced their cars long before they hit the streets in the main game.
RESULT
The companion app became the beating heart of NFS Heat before launch. It gave players ownership, created a thriving customization culture, and proved the franchise’s relevance to a new generation.
-
2M+ downloads
-
24+ minutes daily session time
-
5M+ pre-launch car designs with 57M+ views
-
Player creations featured in the official Heat launch trailer and game world
TRAILER
WHAT NFS STUDIO WAS
- Car customization with full control over body kits, paint, rims and details
- Custom liveries with decals and graphics designed from scratch
- Curated 3D garage environments to stage and present cars
- Weekly drops introducing new vehicles throughout the campaign
- Unlockable secret cars tied to an activity meter
- AR mode to place custom cars in real-world environments
- Seamless export of designs into Need for Speed Heat at launch
- Collection view to manage and track your rides
- Cinematic reveals and weekly drop presentations with directed lighting and cameras
- Easy sharing of builds across social platforms
GAMEPLAY CAPTURE
ART FROM THE PRODUCTION
WRAP UP
Unity gave us headaches, but the payoff was huge. We didn’t just market a racing game, we built a creative tool that turned fans into co-creators and carried their designs straight into Need for Speed Heat.