APB was unlike any other game.

The brainchild of David Jones—the creator of Grand Theft Auto—it had been in development for years. An ever-evolving online world where every character was a real person, powered by one of the most advanced customisation engines gaming had seen.

Electronic Arts asked us to build the hype—and show what that engine could actually do.

So we created a character.

Not designed by us. Designed by the people waiting to play.

The Human Avatar.

Every detail decided by popular vote. Hair. Clothes. Tattoos. Weapons. Everything. A character shaped by the community, built to exist between the game and the real world.

And then we set him free inside APB.

The hunt was on.