Payday 2
A small collection of keyarts I made together with the art team. I was responsible for the concept of the campaign as well as creating the logo.
Art Direction
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The process
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Art Direction ~ The process ~
The process
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I start by setting the campaign’s goals and syncing with the narrative designer. Conduct thorough research to understand the target audience, competition, and visual trends.
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Collaborate with the marketing team to brainstorm ideas. Then, create a moodboard that captures the campaign's visual direction.
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Brief the concept artists using the moodboard, providing sketches if needed. Guide them through feedback rounds to refine the keyart.
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Make final edits to ensure the keyart works across all formats and channels.
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After the campaign, collect feedback to improve my approach for future projects.
Examples of early stage moodboards, and the finished product.A few images I’ve made either with messaging, or without for the graphic designers to add themselves.
The website
I designed numerous pages for the Payday 2 site, showcasing various DLCs.