Fusion Pro 2 by PowerA campaign
This cross-channel campaign showcases my ability to:
Create an effective digital BoM to launch new products.
Elevate “simple” assets like a feature callout video and html5 banners through captivating concepts and visual style.
Creative Direction • concept development • COPYWRITING • campaign strategy
The challenge
PowerA is known as a value brand, so how do they convince consumers to spend significantly more on their Fusion line of products?
My role
As the sole Creative Director on this project, I was ultimately responsible for guiding every step of the process. From designing and leading strategy workshops with our clients to concepting and creating paint-overs that helped the team dial in the final look, I worked hand in hand with our internal and external teams.
Our approach
Design matters. When selling a premium product, every detail of every piece of communication needs to feel premium. We went back to the brand’s roots, the idea of fusing elements to create powerful energy when designing this campaign.
The BoM included anthem videos, cut-downs, enhanced PDP page assets, a new design language, still and html5 banners, guidelines, and more.
The result
The campaign helped fuel Fusion’s most successful product launch to date. They earned a passionate fanbase, many of whom loudly proclaim their love for Fusion over first-party controllers.
Art Direction
The team
Chanelle de Nysschen - Creative Director | Heather Ottmar - Account Director | Aimee Backbock - Senior Project Manager | Ian Schulman - Senior Editor | Jammy Chong - Senior 3D Artist/FX | T Kihara - Senior 3D Artist | Mat McInelly - Art Director | Holli Alvarado - Senior Compositor