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SELECTED WORKS//CASE STUDIES

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SHAPING SEASONAL IDENTITIES AND DEVELOPING BRAND GUIDELINES
Brand Lead, Apex Legends Seasons 21, 23, 25.

Challenge
The challenge with Apex S23 was two-fold :
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As a live-service video game with a new season releasing every three months, how do you create a distinct seasonal identity?


S23 is bringing back previously released fan favorite content. Apart from "we listen to our players", what narrative can we craft with this season?
 

Insight

Previously released fan favorite content is a hotbed for nostalgia. We're not just giving players what they want, we're bringing back to life the moment they first engaged with the content, or the game at all.

Strategy
Envelope season 23 in a full nostalgic wrapper - from re-using the music from our launch season in 2019 in our gameplay trailer, to bringing back 10 OG creators to do a round-table style interview series and releasing limited merchandise with original franchise artwork. Every channel and touchpoint should spark nostalgia, anticipation, belonging, and shared happiness, inspiring both active and lapsed players to step back in to the moment you became a legend.

Scope of work
Crafted season positioning, player messaging architecture, tone of voice, streamlined.

Briefed Creative production, Social Media, Brand Partnerships and Regional Marketing teams for GTM and creative assets.

Pitched Senior Leadership for buy-in & Key Partners such as Sony and Xbox collaborators for continued marketing support.

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Apex x Chace Crawford

Apex x HanumanKind

GEN Z AND CULTURAL INSIGHTS THAT DRIVE CREATIVE DIRECTION
Brand Lead, Apex Legends

Challenge
Spearhead Apex Legend's Gen Z Player Marketing Strategy.

Often thrown around as a buzzword, I set out to investigate tangible manifestations of "Authenticity" in Gen Z's communication and consumption behaviors, by analyzing social media trends, media consumption and brand sentiments.

Insight

Absurd Humor - disillusioned by a poly-crisis era, this generation turns to absurd humor as their natural, and daily for of communication across topics. 
 

Gritty Reflections of reality in media - Gen Z is looking for stories that confront their realities, validate their feelings and provide a channel to process them. From the satirical "The Boys" to BEEF, Euphoria, Baby Reindeer and even The Bear; chaos, nuance , politics , anger and mental health are no longer taboo topics. 
 

Unpolished corporate / brand personalities -  A sanitized, overly corporate Brand Tone of Voice is old news. This generation is looking for a brands to engage with their every day feelings, likes and changes - but in a way that is also true to their brand identity (Ryan Air, Duolingo, Scrub Daddy). It's a fine balance.
 

Strategy + Creative Impact of this work 
First Apex Live-action trailer starring Chace Crawford (The Boys, Gossip Girl) - Embracing the "un-polished", humorous tone of voice Gen Z gravitates to, we brought the funniest gameplay bits and personality to life with Chace Crawford as our in-game legend "Mirage". This trailer broke our templatized marketing layout for the first time in 5 seasons, with immense player appreciation and positive sentiment.
 

Apex x Hanumankind - ​ S24 Trailer ft. "Big Dawgs" by Hanumankind as the title song. A signal to players that Apex is aware of, draws from and contributes to the zeitgeist. While still tapping into our brand identity as the "underdog that made it big", collaborating with Artists that fit that mold.

 

EVOLVING A LEGACY BRAND FOR A NEW AUDIENCE
Brand Strategist, Dead Space 

Challenge
Convincing a nostalgic, passionate fan-base of a cult classic horror game that the remake will do the game justice, while expanding our audience and positioning the IP as a game for "horror non-rejectors (HNRs)" as well (audiences that might be open to horror experiences but are not the passionate core).


Insight
Mystery and thrill are important components of Horror IP, and can often be entry-ways for horror-non rejectors who shy away from intense gore and jump scares that horror is often associated with. 

Strategy
"Horror is better with Mystery"
We created a campaign that over-indexed into the mystery and eerie, thrilling tension of the title instead of gory horror, without fully isolating the core identity of the game. From mysterious social posts, to puzzles for fans to solve online, we built an air of mystery and strategic/solution oriented gameplay. Every marketing touch point invited in old and new players alike into the world of Dead Space, and left them with questions that could only be answered in game.

Scope of work
Executed Market and Audience teardown of the horror entertainment industry
Crafted Brand Positioning, Trailer and asset briefs

Conducted Client workshops
Presented to Client & EA execs

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Category & trend analysis to craft a compelling brand narrative.

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LAUNCHING A NEW BRAND, IMMORTALS OF AVEUM
(& learning from missed opportunities)

Associate Brand Strategist, EA Games

Challenge
Launch a new, genre-bending gaming title during the busiest gaming period of the last 5 years (Fall 2023). Immortals of Aveum was poised to be a shooter title with elements of magic and fantasy, geared towards the core shooter audience.

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Insight 
"Fantastical" elements are difficult to market to a hard-core shooter-players, but the story of a reject turned hero is universally appealing.


Strategy
Playing the main character should make you feel like the hero, regardless of the gameplay elements.
Built a connected campaign around our protagonist. Leaning into his underdog story and prodigal personality traits. Peppered each touch point of the campaign with the feelings of grit and triumph, channeling aspiration. From our trailer storylines to our musical artist collaboration - an up and coming rapper & social media personality JUFU.

Scope of Work
Lead multiple detailed client workshops and white paper sessions.
supported brand strategy and executed creative briefs.

Learnings
This project was a great early career learning that innovation should not come at the cost of the brand truth. Perhaps if we leaned into the fantastical elements of the game instead of shape shifting it unrealistically into a shooter-core IP, player expectations would have been managed, and this would have reached a wider, more accurate audience.

THIRD CULTRE KIDS PODCAST (2019-2020 now defunct)
Host , Brand and Content Strategist



Realizing the lack of a platform for our stories as international students from the African continent, we created our own. "Third Culture Kids" explored life in Vancouver from the viewpoint of women navigating a new city and its norms. We covered topics like beauty standards, socio-economic differences, and the brain drain from our home countries.

This was my first venture into storytelling, subtly foreshadowing the career path I would choose..

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