OBJECTIVE: Led creative and art direction for "Paintballer Unknown," a global community event for PUBG Mobile that brought gamers from around the world together for a real-world paintball competition. Oversaw event branding, social media promotion, content creation, and merchandise design to deliver an experience that aligned with PUBG Mobile’s identity and elevated 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 brand tone while building excitement among players and fans.
ART DIRECTION: Oversaw detailed execution, providing hands-on feedback on photography, video aesthetics, color treatments, typography, and on-site branding. Directed the creative concept for a custom-painted "Lone Survivor" helmet, commissioning and guiding an illustrator to bring the vision to life for the event’s grand prize, creating a standout centerpiece that deepened fan connection.
EVENT EXECUTION & BRANDING: Led the team through every phase of creative development, event planning, live production, and post-event content marketing. Maintained brand consistency across all layouts, merchandise, promotional materials, and live touchpoints. Produced a community-loved event that received over 1.2 million views on YouTube and strong positive feedback from both Tencent’s leadership and the global PUBG Mobile fanbase.
RESPONSIBILITIES: Creative Direction / Art Direction / Design / Event Branding / Layout Design / Merchandise Design / Management + Supervision / Cross-Team Collaboration / Content Strategy
IMPACT & RESULTS: 3.5M+ total social impressions across platforms, 150K+ total engagements (likes, shares, comments), 4.3% engagement rate, surpassing industry benchmarks, top-performing post achieved around 500K organic views, community sentiment analysis indicated approximately 89% positive mentions.
