Dots debuts Play Beautifully campaign with BMXer Nigel Sylvester
In 2013, NYC creative game studio Dots applied the philosophy of less is more to a mobile game. The result was a refreshingly different and unexplainably addictive app that requires users to connect like-coloured circles arranged within a neatly ordered grid to win points.
The game’s clean animation and intuitive design, inspired by Japanese artist Yayoi Kusama, proved to be so popular that two more editions followed in 2014 and 2016, bringing the studio’s download total to over 100 million and counting. The secret to its success, the studio says, is in its simplicity. ‘We’ve found that design led by intuition helps new players innately understand what they’re meant to do,’ explains Patrick Moberg, Dots co-founder and chief creative officer. ‘I think clear, minimal design has a universal appeal.’
To celebrate its design-minded approach, Dots has launched the ‘Play Beautifully’ platform, which highlights the creative and cultural endeavours of those who embody the studio’s brand ethos. ‘With “Play Beautifully”, we are collaborating with extraordinary individuals who can take the spirit of our brand and make it their own in a compelling and unique way,’ says Ondriona Monty, chief marketing officer at Dots.
First up is professional freestyle BMXer Nigel Sylvester, who is featured in a specially-commissioned film conceived by Dots’ internal creative team with an original electronic soundtrack produced by in-house composers and producers Ross Wariner and Cody Uhler. Riding with ballet-like grace against an architectural nightscape in Los Angeles, Sylvester twists and turns his way through a forest of glowing multicoloured dots that mimic the minimal game board.
‘Nigel Sylvester’s visceral riding and multi-faceted creative energy made him the perfect partner to capture the sense of curiosity and zen our users feel when playing a Dots game,’ explains Monty, while Sylvester adds, ‘To me, “Play Beautifully” embodies the aesthetic and skill of what I love to do and captures my craft in an elevated and poetic way.’