Nine years. Nine mainline titles. And one free-to-play pivot that forced a $30 billion franchise to figure out what it stood for.

The tension was real: a brand iconic enough to coast, but an audience that had moved on to Twitch, Fortnite, and season passes. So we stopped letting it act like a legacy IP and started making it act like a cultural participant.

As ACD, I co-led campaign messaging, concept and design, key art, AV, out-of-home, social and digital, and reveal announcements. I also built the brand systems that carried each title through the following year, including all seasonal creative and Warzone's live-service calendar. In a franchise that has sold over 500 million copies with 100 million monthly active users, every asset is a brand decision, not just a design one.

‍