Square Enix tasked Sid Lee with the naming, branding, box art and TV campaign to launch their new IP. We tasked Tyler Stout to pen the artwork that is now iconic and underscores this open world cop thriller while the tagline “Under cover the rules are different” played out in our TVC. We even paired Georges St-Pierre with the developers as the game’s fight consultant who including his signature “Flying Punch” in the game.