HYPERPOP DualSense Collection

Creating a bold new PlayStation product, and the global campaign to launch it.

In 2025, I led the creative development of HYPERPOP, a new colour collection of DualSense wireless controllers designed to break from convention and bring a fresh energy to the PlayStation brand.

My role spanned product design, naming and the end-to-end global campaign, leading the creative across film, key art, campaign imagery and partnership activations. I helped define the visual and tonal identity of HYPERPOP, connecting every touchpoint — from the product itself through to its global launch, with one distinctive creative expression.

We extended the campaign through culturally relevant partnerships and activations across global markets, including a collaboration with creator Noor Stars and a Cosmopolitan Middle East cover, taking PlayStation into unexpected spaces and introducing the collection to new audiences.