SARAH RICHARDS





FORTNITE   ART DIRECTION   EPIC PICKS   MUSIC IP

JUICE WRLD


Surreal vertical Fortnite experience. 13K concurrent players at peak.




My Role

VISUAL CONCEPT, SPATIAL STORYTELLING AND ART DIRECTION


I developed the visual concept around the game designer’s climbing gameplay, bringing together Juice WRLD’s life, music and album artwork into a space for fandom and celebration. I created the initial tower concept, then developed detailed art direction and asset lists for three album-inspired zones and Xbox chill spaces. I defined recurring motifs, including 999 and juice boxes, and their use as collectible achievement stickers, and worked with 3D artists and a UI designer to bring the experience to delivery.


THE CONCEPT

A surreal, vertical Fortnite experience inspired by The Party Never Ends, translating Juice WRLD’s music, symbolism, and emotional energy into an immersive, playable tower that blurred the lines between platformer tower and tribute.

I developed the visual and spatial concept as a journey through Juice WRLD’s artistic universe, drawing visual inspiration from the album’s themes, Takashi Murakami’s artwork, and recurring symbols from Juice WRLD’s life and music. I led the visual direction, shaping the tower as a multi-stage climb where colours, lighting, music and spatial design evolve to reflect the different emotional tones of the iconic tracks.

THE PARTY NEVER ENDS  - ALBUM ARTWORK
WORLD DEVELOPMENT
Each Stage introduced a distinct atmosphere through the trippy colour palettes, surreal platforms and reactive skybox, alongside sponsored Xbox chill zones marking moments of pause along the ascent to encourage social interaction.

The environment acted as both a tribute and a celebration, combining immersive spatial storytelling with emotional progression through Juice WRLD’s legacy. 




ENGAGEMENT

Launched alongside a major live Fortnite Concert (Chapter 2 Remix: The Finale) featuring Juice WRLD and the launch of his skins on the platform, the experience achieved over 13,000 concurrent players at its peak, and was selected as an Epic Picks feature. 

The official launch of the trailer on the @Juicewrld999 account on Instagram received over 1 million likes, amplifying the experience far beyond the platform itself.