ABOUT Me

With 13 years of AAA game publishing experience and over 10 of those dedicated to licensing and marketing I am confident that I can lead any project that comes my way. I have a deep rooted passion for gaming and entertainment. I know what fans want because I am a fan first! This portfolio is a small showcase of a few of the thousands of products and partnerships I have led. It is my belief that licensing and consumer products drive deeper connections through continued investments and its my job to make those investments worthwhile for our fans.

brand Expert &

Creative direction

These four pillars make up my core beliefs in regard to how to build a successful and genuine licensing and consumer products program.

At its core the focus is on brand affinity. It’s not only important for me to understand the brands identity but how our fans emotionally connect with it. Understanding this emotional bond between the community and the brand helps me cultivate meaningful products and designs.

It is crucial to walk a tight rope between a business focused mindset and a players first mindset. Knowing our players’ wants vs good business decisions and how those two things impact each other allows me to make the best choices overall for the brand and the company.

Finally having my finger on the pulse of industry trends and styles keeps the brand fresh and ever evolving amongst the competition.

Horizon Raw Materials

Project n.1

In order to avoid brand fatigue I spearheaded a new design direction for Horizon Raw Materials, the brand name for the Horizon consumer products range. This new direction focuses on the adventurous outdoor spirit our fans connect with while also being discrete enough to create the “secret handshake” players love. These designs doubled down on the current brand’s identity and strengthened the brand affinity our fans have developed.

Rocklove X Horizon

Project n.2

My very first week at Guerrilla the team asked me to create jewelry for Horizon. Instantly, I knew Rocklove was the ideal partner for this line. The goal was to launch within 6 months after the release Horizon Forbidden West’s DLC, The Burning Shores, to ensure relevance. To expedite this project we leveraged the gear store’s capability of quickly signing new vendors. This way we were able to release the line in under a year and add an exclusive exciting new product range to the PlayStation Gear Store. I lead my team in creating the product and marketing assets in order to ensure the jewelry looked its absolute best. The collection came out beautifully and the fan reception was exceptionally positive.

The Chariot Line

ft. Matt Heafy

Project n.3

What’s more fun than doing something totally unexpected? After spending years developing such a strong brand identity, Horizon was in a place where we could surprise and delight our fans with a fresh twist on the designs they have grown accustomed to.

The Chariot Line was inspired by the machines that were responsible for eradicating human life on Earth as told in Horizon Zero Dawn. Featuring the three machines: The Horus (Metal Devils), The Scarabs (The Corruptors), and The FAS-FSP5 Khopesh (The Deathbringer). I led the design direction that was influenced by metal band merch.

Since this line deviated so far from the usual designs we had to go above and beyond to create a big moment. We teamed up with Matt Heafy, the lead singer for Trivium, who create a metal cover of the Horizon Forbidden West song “Into the Flood”. This song was released on all streaming platforms and we even filmed a music video.

By thinking outside the box and employing innovative strategies, creative marketing has the power to resonate with consumers on a deeper level, making brands memorable amidst a sea of competitors. Moreover, creativity sparks curiosity, generating buzz and conversation around products or services. It allows companies to break through the clutter of traditional advertising, forging emotional connections with customers and ultimately influencing purchasing decisions. The cooking video my team created for the Official Horizon cookbook is a prime example of this. Consumer products can also take a bit more liberty with marketing and can help a brand have legs even during a waning period. The DOOM Eternal X Animal Cross tweet is a perfect example of creating buzz during a down time for a game’s marketing cycle. It still remains Bethesda’s most loved tweet of all time and was only possible through the use of GoodSmile’s Nendoroids.

Creative Marketing

Strategic partnerships

Everyone loves a good crossover, especially the crossovers they didn’t see coming. Not only are strategic partnerships a new way for current fans to engage with their favorite brands but these partnerships also extend a brand’s reach, potentially touching a new fan base. I have worked with incredible partners over the years that have turned into some really fun and exciting moments. Partners like Critical Role, Bungie, Magic The Gathering, miHoYo, and more.

softlines

Hardlines

transmedia

Contacts