A collection of creative work developed to grow Sony Rewards membership, increase program engagement, and reinforce the value of participation across the Sony ecosystem. These initiatives were designed to connect with both prospective and existing members by translating program benefits into compelling, audience-centric experiences that strengthen brand affinity and long-term loyalty.

Operating primarily within the middle–lower funnel, communications supported key business objectives including new member acquisition, points redemption, and Sony Card and PlayStation Card adoption. Through targeted messaging, visually engaging storytelling, and benefit-driven creative, campaigns encouraged deeper interaction with the program while highlighting access to exclusive rewards such as Sony electronics, PlayStation content, films, and experiential offerings.

I led the creative direction that guided concept development, visual strategy, and cross-channel execution, ensuring each activation aligned with marketing goals while elevating the perception and desirability of the Sony Rewards program. Strategic partnerships with PlayStation and Sony Pictures further extended campaign reach, connecting fan passion with program participation.