About
COVET FASHION
Converting real-world fashion into a content pipeline
ROLE
Direction of Art/Content
TOOLS
Photoshop, Spine 2D
Covet Fashion is an innovative game that allows players to style avatars using real, current garments from over 200 fashion brands. It continues to be a top grossing game many years after its release.
I was the original Art Director on the product, and led a creative team overseeing all aspects of visual and technical development. I also served as Director of Content for a year, responsible for daily revenue and content live ops.
How do you make a fashion game for adult women?
That was the challenge for our creative team. At the time of Covet’s creation, the existing fashion games on the market were for kids.
CHALLENGE 1:
Avatar Design
I led the avatar visual concept initiative, using fashion illustration as our inspiration. I directed a team of artists in exploring dozens of styles, testing them with our potential audience of fashion fans. We needed something that connected with adult women yet would be versatile enough to work with many brands and types of clothing. And we knew we had to get it right the first time since we’d be living with this avatar for the lifecycle of the product.
The resulting avatar became the core of the game, which has gone on to generate hundreds of millions in revenue.
Original avatar mood board
Avatar style testing
The final avatar in some of its variations
CHALLENGE 2:
Avatar Technical Development
Once we had our style established, then came the challenge of creating a new type of content pipeline to support the conversion of hundreds of current seasonal fashion collections into daily-released game assets.
We needed to find a way to standardize reference materials in varying formats from hundreds of fashion brands into one cohesive system. And since the core of the game was style competitions, the avatar also needed to be able to support the layering of infinite garment, hair and makeup combinations with no limitations.
I drove the technical development and design of the content pipeline - working with brand managers, artists, engineers, and outside vendors to establish standards, create style guides, develop QA guidelines, and oversee production.
CHALLENGE 3:
Inclusivity
Once Covet Fashion was a verified top-grossing game, the team wanted to expand the options for players beyond the traditional fashion model body type. This presented some unique challenges, since at this point Covet had over 10,000 existing garment assets and it would have been cost-prohibitive to re-render all garments in all sizes.
I drove both the visual development and technical R&D and created a 2D morphing solution that allowed us to repurpose our existing assets while still supporting over a dozen new body types. The result garnered a huge amount of community good will and greatly expanded the potential audience of the product.
George Rodgers
About
COVET FASHION
Converting real-world fashion into a content pipeline
ROLE
Direction of Art/Content
TOOLS
Photoshop, Spine 2D
Covet Fashion is an innovative game that allows players to style avatars using real, current garments from over 200 fashion brands. It continues to be a top grossing game many years after its release.
I was the original Art Director on the product, and led a creative team overseeing all aspects of visual and technical development. I also served as Director of Content for a year, responsible for daily revenue and content live ops.
How do you make a fashion game for adult women?
That was the challenge for our creative team. At the time of Covet’s creation, the existing fashion games on the market were for kids.
CHALLENGE 1:
Avatar Design
I led the avatar visual concept initiative, using fashion illustration as our inspiration. I directed a team of artists in exploring dozens of styles, testing them with our potential audience of fashion fans. We needed something that connected with adult women yet would be versatile enough to work with many brands and types of clothing. And we knew we had to get it right the first time since we’d be living with this avatar for the lifecycle of the product.
The resulting avatar became the core of the game, which has gone on to generate hundreds of millions in revenue.
Original avatar mood board
Avatar style testing
The final avatar in some of its variations
CHALLENGE 2:
Avatar Technical Development
Once we had our style established, then came the challenge of creating a new type of content pipeline to support the conversion of hundreds of current seasonal fashion collections into daily-released game assets.
We needed to find a way to standardize reference materials in varying formats from hundreds of fashion brands into one cohesive system. And since the core of the game was style competitions, the avatar also needed to be able to support the layering of infinite garment, hair and makeup combinations with no limitations.
I drove the technical development and design of the content pipeline - working with brand managers, artists, engineers, and outside vendors to establish standards, create style guides, develop QA guidelines, and oversee production.
CHALLENGE 3:
Inclusivity
Once Covet Fashion was a verified top-grossing game, the team wanted to expand the options for players beyond the traditional fashion model body type. This presented some unique challenges, since at this point Covet had over 10,000 existing garment assets and it would have been cost-prohibitive to re-render all garments in all sizes.
I drove both the visual development and technical R&D and created a 2D morphing solution that allowed us to repurpose our existing assets while still supporting over a dozen new body types. The result garnered a huge amount of community good will and greatly expanded the potential audience of the product.
George Rodgers
About
COVET FASHION
Converting real-world fashion into a content pipeline
ROLE
Direction of Art/Content
TOOLS
Photoshop, Spine 2D
Covet Fashion is an innovative game that allows players to style avatars using real, current garments from over 200 fashion brands. It continues to be a top grossing game many years after its release.
I was the original Art Director on the product, and led a creative team overseeing all aspects of visual and technical development. I also served as Director of Content for a year, responsible for daily revenue and content live ops.
How do you make a fashion game for adult women?
That was the challenge for our creative team. At the time of Covet’s creation, the existing fashion games on the market were for kids.
CHALLENGE 1:
Avatar Design
I led the avatar visual concept initiative, using fashion illustration as our inspiration. I directed a team of artists in exploring dozens of styles, testing them with our potential audience of fashion fans. We needed something that connected with adult women yet would be versatile enough to work with many brands and types of clothing. And we knew we had to get it right the first time since we’d be living with this avatar for the lifecycle of the product.
The resulting avatar became the core of the game, which has gone on to generate hundreds of millions in revenue.
Original avatar mood board
Avatar style testing
The final avatar in some of its many variations
CHALLENGE 2:
Avatar Technical Development
Once we had our style established, then came the daunting challenge of creating a new type of content pipeline to support the conversion of hundreds of real seasonal fashion collections into an ongoing daily game asset pipeline.
The reference materials we received from our many partner brands had no consistent format - and yet we needed to standardize them into one cohesive system. And since the core of the game was style competitions, the avatar also needed to be able to support the layering of every types of garment and accessory with no limitations.
I drove the technical development and design of the content pipeline - working with brand managers, artists, engineers, and outside vendors to establish standards, create style guides, develop QA guidelines, and oversee production.
CHALLENGE 3:
Inclusivity
Once Covet Fashion was a verified top-grossing game, the team wanted to expand the options for players beyond the traditional fashion model body type. This presented some unique challenges, since at this point Covet had over 10,000 existing garment assets and it would have been cost-prohibitive to re-render all garments in all sizes.
I drove both the visual development and technical R&D and created a 2D morphing solution that allowed us to repurpose our existing assets while still supporting over a dozen new body types. The result garnered a huge amount of community good will and greatly expanded the potential audience of the product.