Brand Partnership Experiences
For Electronic Arts, Global Brand Partnerships, I played a dual role as both designer/illustrator and creative program manager, shaping brand collaborations that spanned in-game integrations, consumer promotions, and live activations all delivering creative that prioritizes player-first experiences while achieving partnership goals.
Below are a few, select program highlights.
EA SPORTS Madden NFL 21 x Gillette Style Zone
Designer, Illustrator – Console and Mobile in-game branding integration
EA SPORTS™ Madden NFL and Gillette teamed up for an exciting new game feature and native advertising experience. In the Gillette Style Zone, players can customize their avatar, including facial hair, hairstyle and more, to express their individuality.
Sports fans are used to seeing advertising during television broadcasts, but there is a razor thin line in the gaming world between endemic branding and invasive marketing.
The primary design challenge was to provide Gillette with a prominent, yet seamless home inside the Madden NFL 21 in-game experience.
Press
- Official EA Press Release
- Official Instagram Post @ThisIsTheYard
- Official Instagram Post @Gillette
- Forbes: Madden 21: The Yard Is Revealed With Console And Mobile Support
- Complex: ‘Madden 21’ Debuts Brand New “The Yard” Mode
- USA Today: Playing in ‘The Yard’: A first look at the new game mode in ‘Madden 21’
Plants vs. Zombies x Menchies Frozen Yogurt
Designer, Creative Program Management
Plants vs. Zombies takes over 500 Menchie’s stores in US and Canada with branded signage, cups and spoons. A unique Plants vs. Zombies Garden Warfare 2 In-game quest is created to support the promotion which drove increase in engagement to Menchie’s loyalty program while giving gamers discounts on Menchie’s products.
We also engaged users on Menchie’s social media platforms with a fun hashtag war where customers could choose their sweet side between #TeamPlants Vanilla or #TeamZombies Milk Chocolate
Program Creative Elements:
- Co-branded packaging
- In-store POS
- In-game brand integration
- Digital asset support – Email/social
Titanfall 2 x Doritos & Mtn Dew
Creative Project Manager, Event Producer
Titanfall 2, Frito Lay and Pepsi teamed up for global digital experience with activations reaching audiences in North America and 12 other global territories.
Gamers redeemed codes from specially marked Mt. Dew and Doritos products for exclusive in-game rewards. Retailers 7-Eleven, Target, and Buffalo Wild Wings each enjoyed exclusive co-branded digital rewards.
The entire experience was brought to life in Los Angeles at a special event during E3, Dorito’s Mix Arcade. Players could try the Titanfall 2 game before it’s release and a special live twitch broadcast was produced for the event. The event also featured a 6-story fully functioning retro arcade game which doubled as a stage for performers Wiz Khalifa, Steve Aoki, Big Boi among others as well as a live non-traditional orchestra playing music from Titanfall’s score.
Brands
- TITANFALL 2
- Mt. Dew
- Doritos
Retail Partners
- 7-Eleven
- Target
- Buffalo Wild Wings
Program Creative Elements
- Co-branded packaging
- In-store-POS (US, Canada, Mexico)
- Code redemption website
- Digital asset support – social
- Doritos Mix Arcade LIVE event and Twitch broadcast at E3
EA SPORTS FIFA 18 x Coca-Cola
Creative Project Manager
EA SPORTS™ FIFA 18 and Coca-Cola teamed up for a major 360° program, with activations reaching audiences through in-game, digital, retail, influencer, and competitive gaming touchpoints.
The partnership was centered around a 7-Eleven retail program where gamers could purchase a limited-edition can featuring Alex Hunter, a character from the game. Each can contains a code which can be redeemed for a chance at a rare gold Ultimate Team pack or one of 5 exclusive Coca-Cola branded uniforms.
Program Creative Elements
- Co-branded packaging (US, Canada, Mexico)
- In-store-POS (US, Canada, Mexico)
- Code redemption website (US, Canada, Mexico)
- Digital asset support – social
- Content activation in Times Square, NYC
- Sizzle Reel
Madden NFL 21 Champions of Chunky® Challenge and Tournament
Designer, Illustrator
Campbell’s Chunky soup and EA SPORTS Madden NFL teamed up to bring players never before seen content and experiences through a new program called Champions of Chunky: Old School vs. New School, which includes Chunky-themed gear and challenges in The Yard, the new backyard football-inspired mode in Madden NFL 21.
The in-game challenge gets real in a LIVE eSports battle between 6 Madden Champion Legends and 6 rising Madden stars in the first-ever Champions of Chunky: Old School vs. New School Invitational Tournament produced by MUThead and broadcast on Twitch.
Program Creative Elements
- Madden NFL 21 (Console & Mobile) Champions of Chunky in-game branding integration design, in-game progression
- Invitational Tournament Static Promotional Branding Elements
- Invitational eSports Tournament Broadcast Graphics
- Madden NFL 21 Champions of Chunky Event Logos
