PLAYSTATION 4 Launch
I directed the creative behind the product photography, new packaging, sales tools and retail-specific POP.
Over an 8-month period, I built consensus across the organization, drove implementation, and managed a $1.2M budget. The photo from the GameStop’s midnight launch event in San Francisco sums up months of my team’s work — and I know every single PlayStation piece in this store.
PlayStation 4 Midnight Launch Event in San Francisco
Critical Months for Launch
The vast majority of the art used for the November launch was a derivative of the PS4 hardware carton.
May
Photoshoot: completed the day before the E3 press conference.
Packaging: executive approval at E3.
Production-ready files due 7 days later.
June, July and August
Retail launch support: production ready files required at the start of June, with the main push in July and August.
I could not have been prouder of my team for the extensive effort to get assets, handle reviews, communicate edits and next steps, build consensus, and deliver production ready files across all of the possible executions at retail. It was a busy summer.