HYPERPOP DualSense Collection

In 2025, I led the creative development of the HYPERPOP Collection, a bold new colour range of DualSense wireless controllers for PlayStation. With neon designs full of attitude and swagger, the collection was designed to break from convention and create a high-impact moment within the gaming community and beyond.

My role spanned product design, naming, and the end-to-end creative campaign, leading the development of video, key art, campaign imagery, and global partnership art direction. I helped define the visual and tonal identity of the HYPERPOP Collection, ensuring every touchpoint, from the product itself to the campaign and partner activations, felt connected as one cohesive creative expression.

The launch marked a bold departure from traditional PlayStation campaigns. With vibrant colour, unapologetic attitude, and an infectious soundtrack, the campaign was designed to grab attention, spark conversation, and appeal to a new generation of players. The result was a distinctive, culture-led launch that brought fresh energy to the DualSense portfolio while demonstrating PlayStation’s confidence in pushing its creative boundaries.

Beyond the core campaign, I collaborated with stakeholders across global teams and territories to extend the HYPERPOP story through a series of high-profile partnerships and activations. These collaborations amplified the campaign’s reach and cultural relevance, celebrating the collection in ways that felt authentic to different audiences around the world. One standout moment was seeing the collection featured on the cover of Cosmopolitan Middle East with gaming creator Noor Stars, bringing PlayStation into an unexpected editorial space and introducing the launch to an entirely new audience.