E3 is the world’s premier event for computer and video games and related products. For Best Buy it was identified as an area for growth and so E3 was placed at a high importance. The business team’s goals were to show that Best Buy was relevant to the gaming audience and generate pre-orders for upcoming releases.
I created the concept and presented a proof case to management. I then created an in-depth style guide. This campaign would run for 6 weeks and would pass through many teams. It was important that a robust guide would be in place to provide direction. I held multiple learning sessions with Best Buy production teams, teaching out the art direction to ensure consistency throughout the campaign. Once the guide was deployed, I worked with various production teams leading them through their applications of the art.