APB was unlike any other game.

The brainchild of David Jones — the creator of Grand Theft Auto — it had been in development forever. An ever-evolving online world where every character was a real person, brought to life by the most powerful customisation engine gaming had ever seen.

EA Games asked us to build the hype. And show the world what that engine could actually do.

So we created a living, breathing character. Brought to life by the gaming community.

The Human Avatar

Created entirely by popular vote. Every detail decided by the community waiting to play. Hair. Clothes. Tattoos. Weapons. Everything. The lines between pixels and the real world, deliberately blurred.

And then we set him free inside APB.

The hunt was on.