Balance

The project
Armin van Buuren is one of the world’s most popular DJs. For the release of his new album BALANCE in 2019, his record label Armada Music wanted to create something special. The result was a first in the world - an escape room game designed to promote a music album. The BALANCE escape room was launched during Amsterdam Dance Event (ADE). Playing the game allowed fans of Armin van Buuren to discover and experience the new music before the album hit stores. It also allowed them to immerse themselves in the aesthetic universe of the album and learn more about the philosophy behind its creation.

The game
On this project I worked with Studio Semaphore and Sherlocked. Together we built the game on the foundation of a classic heist adventure - a premise which has the high energy and dynamism of a trance dance record. Except instead of stealing a jewel, players had to “break into” the music industry to get access to a copy of the BALANCE album before its release date. Along the way, they solve DJ & music-themed puzzles, and get to uncover quotes from Armin about his career and process. A successful break-in culminates in a light and sound spectacle in which players hear a custom-recorded minimix of the album and get a special video greeting from Armin van Buuren himself.