Mirage: Arcane Warfare

For Torn Banner’s second title, I managed all aspects of branding, from concept to launch.

Key Art

Worked with designer and artists to use existing character assets for a premium quality hero image (versions A + B below)

Logo

Worked with various designers (settling on a hand-drawn calligrapher’s concept) to design new logo and brand personality

Store presence

Created and managed Steam presence, including all copy and branding needs
Captured game screenshots in UE4 (editor and in-game) and worked with production studio for other screenshot assets
Coordinated with third party stores

Website

Worked with agency to create full website and teaser countdown site

Merchandise

Merch including t-shirts and buttons, created with internal artist based off key art

Expos

Fully organized gameplay booths and other appearances at PAX E, PAX W, PC Gamer Weekender, E3 & GDC – inc. booth design (agency + rentals), prepping art assets & securing all hardware

Booth design courtesy of The Trade Group

24 player booth at PAX West. Included wrangling Origin PCs, ASUS monitors, Corsair accessories & DXRacer chairs

Advertising

Managed full marketing budget inc. influencer campaigns (self-organized + agencies), advertising & developer video / trailer production
Included direct and programmatic campaigns with Nevaly, ad2games, PCGamesN and Google (Ads + Trueview)
Organized servers, thumbnail art + general logistics for sponsored tournaments and influencer engagement
Sourced art for site skins, banner ads, etc

Promo art

I worked with talented freelance artist Darren Tan to create these awesome paintings (based roughly on my own concepts / ideas).

Trailers

I led the creation of a several trailers ranging from scripted sequences to live gameplay capture. The work below includes pieces made in conjunction with external trailer studios, as well as solo capture/editing.

Launch trailer

Lore trailer that I wrote and directed, used as promotion and in-game

Trailer produced for E3 PC Gaming Show

Walkthrough video that I wrote, directed and narrated

Worked with designers to create supplementary video art (thumbnails, end cap loop)

PR

Served in spokesperson role in addition to identifying and preparing team members for interviews
Monitoring and analysis of our outreach efforts
Served as main contact with global PR agencies across North America, UK, Europe, Russia and Latin America

Social

I handled our social media channels – mostly Twitter and Facebook. I took our Twitter account from scratch to over 17,000 followers.
I also ran outreach for our Beta programs – attracting over 200,000 signups – and handled Mailchimp newsletters.