OBJECTIVE: Led creative direction for the "POE Console Play Test," an exclusive, hands-on gameplay event for Path of Exile's console launch, hosted in partnership with Grinding Gear Games (GGG). Designed an immersive, on-brand experience on a tight timeline and budget, blending authentic in-game visuals, custom swag, and player-first experiences to drive social buzz and deepen relationships with key community leaders.
CREATIVE DIRECTION: Worked with our creative team to develop the overall look and feel of the event to reflect the gritty, fantastical world of Path of Exile. Led our team to design and produce custom event swag — including a limited-edition Xbox controller — and created thematic backdrops and props using skeletons, cardboard armor, and foam weapons that captured the spirit of the game while fitting budget constraints. Every touchpoint reinforced brand authenticity and made the event feel bespoke and fan-driven.
ART DIRECTION: Provided detailed, hands-on guidance across all creative outputs, including prop fabrication, venue branding, photography, and video content aesthetics. Focused on crafting a cohesive, tactile experience that transported attendees into the Path of Exile universe. Balanced visual impact with practical constraints to maximize quality on an aggressive timeline.
EVENT EXECUTION & BRANDING: Orchestrated the full event build, including staging for keynote speeches, influencer interviews, and an open-play environment styled around couch co-op gameplay. Worked cross-functionally with client stakeholders, prop builders, and production teams to bring the event to life seamlessly. Ensured brand consistency across all merchandise, physical spaces, and post-event content.
Successfully delighted GGG leadership and attended KOLs, exceeding expectations for authenticity, execution, and community engagement. Event feedback praised the hands-on experience, thoughtful details, and smooth production, helping amplify positive sentiment ahead of launch.
RESPONSIBILITIES: Creative Direction / Art Direction / Event Production / Swag & Merchandise Design / Prop Creation & Set Dressing / Layout Design / Live Event Supervision / Cross-Team Collaboration / Content Strategy
