OBJECTIVE: Led creative and art direction for "Paintballer Unknown," a global community and KOL (Key Opinion Leader) event for PUBG Mobile that brought gamers, creators, and fans together for a real-world paintball competition. Oversaw event branding, social media promotion, content creation, merchandise design, and influencer partnerships to deliver an experience that aligned with PUBG Mobile’s identity and expanded community engagement.
CREATIVE DIRECTION: Shaped the overall creative vision for the event, ensuring every visual element — from branded gear (custom shirts and helmets) to on-site signage and social media content — embodied PUBG Mobile’s energetic, competitive brand tone while driving excitement among players and fans. Designed creator-friendly activations and brandable moments to maximize shareability.
ART DIRECTION: Oversaw detailed execution across photography, video aesthetics, color treatments, typography, and event branding. Directed the creation of a custom-painted "Lone Survivor" helmet — a centerpiece grand prize that became a viral visual symbol of the event — commissioning and guiding an illustrator through the process.
KOL + CREATOR ACTIVATION: Integrated top-tier creators and KOLs into the event experience, amplifying reach and authenticity. Notably partnered with Medalcore, a major PUBG Mobile influencer, whose coverage of the event generated high engagement and excitement across his community. Creator integration included custom gear, live event participation, exclusive content capture, and post-event amplification across YouTube, Instagram, and TikTok.
EVENT EXECUTION & BRANDING: Led the cross-functional team through creative development, event planning, live production, and post-event content marketing. Maintained brand consistency across all layouts, merchandise, promotional materials, and digital content touchpoints.
RESPONSIBILITIES: Creative Direction / Art Direction / KOL & Creator Strategy / Design / Event Branding / Layout Design / Merchandise Design / Management + Supervision / Cross-Team Collaboration / Content Strategy / Influencer Partnership
IMPACT & RESULTS: 3.5M+ total social impressions across platforms, 150K+ total engagements (likes, shares, comments), 4.3% engagement rate, exceeding industry benchmarks, top-performing post achieved ~500K organic views, community sentiment tracking showed ~89% positive feedback, official Event Video generated over 1.2M views on YouTube, strong positive feedback from Tencent leadership, creators, and the global PUBG Mobile fanbase.
