Innovative press kit design for PlayStation’s Formula 1 game

We brought industrial design to the press office with our automobile-inspired creative concept for this innovative press kit design to help launch a F1-themed PSP game. A matt black rubber slipcase was gloss foil-blocked with a masculine Bridgestone tyre tread, sliding away to reveal a highly polished gunmetal grey box containing a brochure, press disk and UMD demo. When you shut the box, it even made a satisfying ‘click’ for extra cachet. A real boy’s toy.