I led the visual direction for a body of PlayStation lifecycle and campaign creative spanning product launches, brand activations, tentpole initiatives, and audience engagement efforts—including programs supporting game releases, platform features, live events, and credit card acquisition. I also defined scalable visual systems and creative frameworks that guided concept development, visual storytelling, and execution across email, landing pages, social media, digital advertising, and experiential touchpoints.

These initiatives were designed to connect with PlayStation’s core audience, elevate brand perception, and drive meaningful interaction across the marketing funnel—from building awareness and sustaining consideration to supporting lower-funnel conversion. By establishing the creative direction and visual logic across channels, the work ensured consistency, adaptability, and performance, enabling campaigns to capture attention, reinforce brand affinity, and encourage deeper engagement, including enrollment in the Sony Rewards program.