marketing delivery through people, programs, and pixels
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WESTWORLD
MOBILE GAME
Led delivery of creative and design projects for global brand and performance marketing initiatives spanning User Acquisition, Social/Community, CRM, Live Events/Press Tours, and AOS (Apple + Google). Oversaw all delivery outputs, ensuring alignment with strategy and campaign goals. Reported into the Director of Product Marketing, Cristiano Alburitel, with executive oversight from the VP of Mobile Publishing, Nate Jones.
I had the pleasure of working with Dylan when he was leading CS and I was running multiple development teams on WB mobile Games/IP, including DC Legends and Harry Potter Wizards Unite.
Dylan was super easy to work with, he brought operational infrastructure and consistent brand compliance to the UA creative team, streamlined the production process, and developed a strategy for a create + test + iterate + retest model on the creative team that helped bring more qualified players into the games I was running - a huge plus for a PM!
Dylan collaborated closely with my Product team and with our Studio Producers to ensure our UA ads aligned with the narrative and overall style of their gam, he recognized the value of strong collaboration between Product and Marketing which is something I greatly appreciated and had felt was lacking in the past. His production process changes also brought a level of predictability to the CS team's output, which helped us plan our events and revenue pushes further out, which ultimately eased pressure on our own production pipelines.
Dylan, with his open and collaborative personality quickly earned the respect of various often cranky development teams and create a culture in the creative design team of producing work they were proud of and happy to show the development teams, overall he greatly improved the quality of the items being produced by CS, improved relationships between multiple teams and became my go-to person for getting campaigns out the door.
APP STORE OPTIMIZATIONS + LOCALIZATION
EXPERIENTIAL + DIGITAL EXPERIENCE: GDC Press Tour Campaign
For the global launch of the Westworld mobile game in partnership with HBO, we staged an immersive press tour at the 2018 Game Developers Conference (GDC) in San Francisco.
Press Tour Space
For the global launch of the Westworld mobile game in partnership with HBO, we kicked things off with a high-profile press tour at the 2018 Game Developers Conference (GDC) in San Francisco. As Creative Lead for WB, I was chosen to transform an ordinary conference room into a fully immersive Delos environment, a space where the fiction of Westworld collided with reality. Floor-to-ceiling visuals recreated the iconic cliffs, spires, and plateaus of the park, giving the impression you were standing inside the narrative world itself.
This became the hub where our game producers and creative directors welcomed top press outlets, walking them through first-look details and gameplay. The space didn’t just host interviews, it set the stage for the story we wanted every article to tell: that this mobile game wasn’t just a title, it was a gateway into Westworld!
San Francisco OOH
We extended the activation beyond the conference walls with a Market Street takeover, wrapping the iconic lighted kiosk pillars around the Moscone Center in San Francisco with Westworld creative. This gave the campaign a bold, city-wide presence that couldn’t be missed by GDC attendees.
Wearable Branding
To extend the experience beyond the press room, we designed custom Westworld-branded swag that felt less like freebies and more like artifacts from Delos itself. Every item was carefully crafted to immerse attendees in the fiction, collectibles they could take home as proof they’d stepped inside the world of Westworld. These keepsakes turned the activation into something fans could carry with them, sparking conversation long after GDC ended.
Campaign Trailer
At the center of the campaign, we produced a cinematic video trailer that debuted during the press tour, serving as both a teaser for the game and the narrative anchor of the campaign. It built anticipation among fans and media, sparking intrigue for the upcoming mobile release.
Campaign Website + Digital Experience
To blur the lines between fiction and reality, we created and launched a mock Delos employment site where visitors could take a placement test and “apply” for jobs inside the theme park, from Park Director to Body Shop Technician. Paid media drove a global audience to the site, where fans could pre-register for the mobile game and step into the world of Westworld themselves.
