PLAYSTATION — GLOBAL DCO & CREATIVE AUTOMATION
CREATIVE DIRECTION · DCO · DESIGN SYSTEMS · DATA-DRIVEN · AUTOMATION · AI
A global DCO programme exploring how PlayStation could connect creative, data and production to deliver more relevant, personalised and scalable campaign experiences.
CREATIVE DIRECTION
Working across creative, data, media, engineering and production, the focus was translating complex technology and audience intelligence into strong visual ideas, modular design systems and scalable creative.
The role sat firmly on the creative side — shaping the visual direction and creative thinking while working closely with technical specialists.
DATA · CREATIVE · PRODUCTION
HORIZON FRAMEWORK
A proposed creative system moving PlayStation beyond conventional asset versioning.
A Universal Design System created flexible visual components that could adapt across audiences, markets, platforms and contexts.
ArtBot connected creative automation, design systems, data and production, while Orca provided the proposed DCO platform for deployment and optimisation.
PLAYSTATION PLUS
EVERGREEN SUBSCRIPTION DCO
Audience research and gaming behaviours informed different creative messages across Inspire, Acquire, Upgrade and Retain.
Personas, first-party data and content feeds allowed messaging, game affinity and calls to action to adapt to different audiences and moments.
SPIDER-MAN 2
DYNAMIC NEW SOFTWARE LAUNCH
A launch framework built around Pre-Launch, Launch and Post-Launch.
Live countdowns, regional pre-orders, Marvel affinity, location, audience propensity, reviews and streamer content could all influence the creative.
The campaign was designed to respond to the moment rather than rely on one fixed set of assets.
HUMAN + MACHINE
Red Bull Racing & Nissan
Automation provided scale, versioning and production efficiency. Creative direction remained responsible for ideas, art direction, visual language and brand quality.
Performance data fed back into creative optimisation, while global teams across Los Angeles, New York, London, Dubai, Tokyo and Sydney supported production and delivery.
Quality, legal approval, accessibility and QC were built into the workflow — ensuring greater scale without compromising the creative.
