Speed is everything in competitive gaming. It was also the problem when SCUF launched its first pro-level PlayStation 5 controller. Post-pandemic shortages delayed the launch, and with over 70% of the brand's audience on Sony's console, demand was through the roof.
We launched Reflex with the "Be Unstoppable" campaign. The idea: the controller made players so much faster that NPCs couldn't keep up. They were getting defeated at record speed and needed a moment to process their frustrations. The full-funnel campaign led with paid media and social, while organic content, email, and influencer activations reinforced Reflex as the competitive controller worth the wait.
Role: Creative Director
Contribution: Creative Strategy, Art Direction, Design, and Copywriting
Company: SCUF Gaming