ReWorld

Creative Director, North America Operations

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ReWorld was a UGC-based game platform designed to compete with industry leaders like Roblox and Minecraft. As Creative Director I oversaw 2D/3D art, animation, game design, UX/UI and the overall visdev of game content.

I wanted ReWorld to have its own visual identity and creative standards so this was an exercise in ID'ing distinct visual targets (VTAR's) and developing scalable pipelines, workflows and systems.  While innovative (and visually stunning for a low-poly, mobile UGC platform), ReWorld's proprietary game engine (basically a Unity overlay) was overly-burdensome and every time we needed additional functionality we ended up in a tug-of-war with corporate in Beijing.  ReWorld only lasted a few years.

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• Led end-to-end visual development of platform and game content, aligning creative execution with product goals, UX and overall brand strategy

• Directed 2D, 3D art, animation, design, UX/UI and visdev, establishing a cohesive creative vision across the platform and its content ecosystem

• Authored primary design documentation for game systems, art direction and content frameworks, translating creative vision into clear SOP's and actionable guidance for design, art and development teams