Fast X: Road to Rome

Objective

Universal Pictures launched a promotional game ahead of the Fast X movie premiere (May 2023) to engage audiences with the Fast & Furious franchise before theatrical release. The campaign aimed to build anticipation by allowing fans to interact with iconic characters and locations from the film.

Solution

An 8-bit retro-style racing browser game featuring multiple gameplay phases across three cities: Brazil, Los Angeles, and Rome. Players control vehicles including Letty's motorcycle and Dom and Dante's cars, navigating obstacles (holes, traffic, bombs) while collecting power-ups such as nitro boosts, money, and Dom's cross. Each level incorporated movie trailer footage and repeated the character's signature line 'Let's race!' to reinforce the film's messaging. The game was free to play directly in a web browser with no download required.

Results

Not published.