Tiny Invaders is a game application based around the idea of a virus moving from host to host until they have taken over the world. The player’s aim is to successfully infect each level and then the world – this being the host – whilst avoiding the white blood cells and aiming to get three stars on every level. It became quite a popular app, reaching over 200,000 downloads over one weekend, after featuring on the Apple iPhone 4S announcement keynote.

Tiny Invaders was initially conceived as a Steam Train ‘conductor’ game. The concept was simple, yet a little confusing aesthetically. As the conductor, the player was tasked with collecting and retrieving various farm animals and taking them back to the barn. The developers had already created a variety of levels using a ‘track’ mechanic, so it became imperative that the player controlled an object that followed a path.

Our task was to develop the game concept and characters to reach a broad audience and to stand out in the iTunes App Store, creating a world with a unique identity and character-driven content.

Initially we kept with the train theme, but aimed to apply more style and character. The concept of Steam-Land was developed, a steampunk world facing off against all sorts of Victorian-era enemies in a train-based race. Though this concept had more character-driven conflict, it still suffered from being part of an oversaturated market on the iStore.

Next was Viruz – a radical departure from the trains theme. In this concept the track became blood vessels and the ‘train’, an alien parasite. The background context for this game was along the theme of a sci-fi B-movie, where aliens had come to earth to overthrow the planet. They would infect host bodies with the aim to eventually infect the president and take over the world!

This concept had a very unique identity and quickly became the favourite to help the game stand out in the App Store and, with character-driven content, to help reach a broader audience.

Client: ​Hogrocket Artwork: ​Will Milton Animation: ​Ben Wright Music: ​Neil Johnston Sound: ​Mathias Grunwaldt Creative Direction: ​Stefano Marrone