PlayStation
Over a 15-year tenure, I supported the launch of dozens of titles and hardware platforms, delivering consistent creative across global markets. I progressed from Creative Services Manager to Senior Manager and ultimately Director. The role combined creative operations and creative direction, ensuring consistent execution across multiple product launches and marketing programs.
Role: Director / Senior Manager, Creative Services
Focus: Product launches, integrated marketing campaigns, and large-scale production across retail, digital, and experiential channels
Scope: Led cross-disciplinary creative teams and external partners to deliver marketing programs supporting global launches of games, hardware, peripherals, and online services.
Scale: Directed up to 12 agencies and 7 production houses, and managed packaging delivery for up to 77 retail products annually across the Americas.
Environment: Global entertainment brand with high-volume releases and coordinated launch cycles
PLAYSTATION SHORTCUTS: Brand Systems | PlayStation 4 Launch | Game Launch Campaigns | Packaging | Photography | Retail and In-Store Solutions
Brand Systems: New Platform, New Design System
I led the design of PlayStation’s brand identity system six times between 2007 and 2015, rebuilding the visual language with each new platform launch. The work spanned packaging, retail, PR, and digital communications, ensuring consistent execution across global markets.
Platform Launches
I led global creative execution for major PlayStation platform launches, including PlayStation 4, directing product photography, packaging, custom retail displays, and sales education tools to support coordinated global rollouts.
Games
I led the design and delivery of production-ready packaging for 25 to 45 game titles per year across English, English/French, Spanish, and Portuguese markets. Over 15 years, this work totaled 270 games spanning 88 unique IPs.
The work extended beyond packaging to include manuals, disc art, specialty packaging, and supporting retail and online communications.
Packaging
I directed the packaging creative for worldwide, regional and account-specific packaging. I partnered with the Marketing, Developers, Legal, Executive Management, Operations, Localization, and Engineering teams to get the packaging on the shelves on time.
Photography
I directed still and live-action photoshoots ranging from single-day sessions to multi-day productions, working with diverse talent from children and athletes to professional actors, models, and U.S. Navy SEALs.
The work required detailed pre-production planning and coordination across marketing and creative teams to deliver consistent, production-ready imagery for campaigns and product launches.
Retail Solutions
I led my team in the design and production of in-store PlayStation point-of-purchase materials across retail partners. Working closely with the Channel Marketing team, we delivered retail solutions supporting platform launches, game releases, and sales training initiatives.