PlayStation
Global Influencer Campaign
for Helldivers 2
PlayStation, a client of Loaded, entrusted me with the design of several graphic elements for their highly anticipated game, Helldivers 2. This project involved creating visually compelling assets. My work included designing promotional graphics and social media assets to enhance the user experience and marketing efforts. By combining creativity with PlayStation's established guidelines, I delivered engaging visuals that captured the essence of Helldivers 2 and resonated with its target audience.
Timeline
The project had a tight two-week timeline, requiring quick turnarounds while maintaining high-quality design standards to meet PlayStation’s expectations.
Background
Helldivers 2 is an upcoming cooperative, third-person shooter developed by Arrowhead Game Studios and published by PlayStation Studios. As a sequel to the original Helldivers, the game retains its signature satirical tone and deep-rooted themes of teamwork and sacrifice. Set in a dystopian future, players assume the role of elite soldiers known as "Helldivers," tasked with spreading "managed democracy" across hostile alien worlds.
Helldivers 2 has received critical acclaim since its release. One of its significant achievements was winning the Best Game Design award at the MCA/Develop Awards 2024.
In addition, Helldivers 2 was a leading contender at the Develop:Star Awards, securing multiple nominations across key categories, including Best Game, Best Studio, and Best Technical Innovation. It stood alongside other major titles such as *Baldur's Gate 3* and *Alan Wake 2*, cementing its place as a standout multiplayer experience of the year.
Research & Planning
Conducted market research to identify existing scheduling challenges and user preferences. Defined target audience segments and outlined key features based on user needs and market trends.
Developed Initial Concepts
Created multiple visual mockups and mood boards to explore potential design directions. Incorporated feedback from preliminary discussions with Loaded and PlayStation to refine the creative approach before moving forward with production.
Implementation
Designed promotional materials, including social media assets for Twitch, Twitter, Instagram, and YouTube. Ensured accessibility and platform scalability through typography adjustments, color contrast checks, and layout optimization.
Delivery
Submitted the completed graphic assets within the two-week deadline, meeting all project requirements. Verified that the assets were optimized for use across multiple platforms and media channels, ensuring a smooth handoff for PlayStation’s promotional campaign.
Twitter/Instagram Assets
Created engaging posts featuring promotional artwork and gameplay highlights, optimized for social media dimensions and visibility.
YouTube Thumbnail
Designed eye-catching thumbnail with bold text and imagery to capture the essence of the game and attract viewers.
Twitch Asset
Developed and optimized logo lockup for Twitch panel to enhance branding during live broadcasts, maintaining visual consistency with the game’s theme.
The graphics I designed for the campaign contributed to a highly successful promotional push, generating over 15 million views across social media platforms, including Twitter, Instagram, and Twitch. These assets helped boost player engagement, with users sharing clips and interacting with the content organically. The campaign's visual consistency across platforms also supported the game’s virality, enhancing brand recognition and helping it achieve a peak player count of over 458,000 concurrent users.