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 full campaign launch, including video, key art, campaign imagery, and global partnership art direction. I helped shape a distinctive visual and tonal identity for the collection, ensuring the product, campaign, and partner touchpoints worked together as one cohesive creative expression.

The launch represented a confident step away from the norm for PlayStation, using a high-energy campaign and an earworm soundtrack to capture attention and drive conversation. The result was a memorable, culture-led launch that brought fresh energy to the DualSense® portfolio and reinforced PlayStation’s ability to show up in bold, unexpected ways.