Sonic Central: Showcase

THE MISSION

This was a four-month engagement to deliver SEGA’s flagship showcase from end to end. The goal: raise the bar. Fans expect more each year, and so does the brand.

We were tasked with scripting the show, developing a refreshed visual system, producing on-site at SEGA HQ, and aligning input across brand, product, and licensing to deliver a cohesive, fan-first experience.

In-House Lego product shoot for Sonic Central 2024

THE PROCESS

A showcase only works when everyone’s aligned. That means early buy-in from SEGA and our team. While the intro and motion systems came together, we were scripting, building assets, and locking approvals across multiple departments — all at once.

This year added new twists: a LEGO-focused product shoot, fast-moving timelines, and more cross-functional input than ever. Designers, motion artists, film crews, copywriters, and editors worked in sync to deliver a fast, fan-first experience.

We developed various key deliverables including this 3D model and animation of Gerald’s Journal

To reinforce continuity with past editions, the intro and motion graphics pulled visual threads from earlier Sonic Centrals, while pushing the look further with updated pacing, transitions, and tone.

Sonic Central 03

Production took place over two packed days at SEGA’s Burbank headquarters, with a streamlined six-person crew handling everything on-site. The show was fully scripted and teleprompted to keep everything focused and flowing.

Alongside the main shoot, we also filmed a mini-doc series with Iizuka-san for SEGA’s social team. Whenever we’re on set, we look for ways to get more value out of the day — and deliver above what’s expected.

THE IMPACT