We wanted to give the brand a sleek, modern look, while still maintaining the fast pace associated with the franchise.

Using the speed and shifting of gears as transitions, we move from car to car as we gain speed. Reflected in some of the vehicles is the actual Los Angeles skyline, which we went out and filmed. As we progress through the series of cars, we see them evolve, as we aimed to do with the logo itself. The various looks of the car are also a reflection of the customization options the game provides.