PlayStation | Magician Archetype

CREATIVE DIRECTOR

The PlayStation 4 launch brought the company to a crossroads: if we failed, Microsoft would maintain its dominance through another generation of consoles. And we were doing more than launching a new console, we had to generate excitement around a revitalized PlayStation brand. We had to find the right hook, an authentic hook, that would grab all gamers.

Project: Brand Archetype Design
Role: Creative Director
Specs: High resolution files for large format print and digital communications
Timing: Planning and design over 3-8 week period

As a member of the executive team reshaping the brand foundations, I decoded these brand archetype workshops into compelling designs. My creative direction substantiated the Magician archetype, and led to the full adoption and execution across all communications beyond the PlayStation 4 launch. It established the bedrock of the brand that carried into the PlayStation 5.