EA Sports UFC 4

Studio: EA Sports 

Role: Art & Experience Director 

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I worked as a key member of our leadership team to define the vision for the product in early concept, align our stakeholders and then drive the game from concept through to final and live service.  Working as the Art & Experience Director, I set the tone and vision for the Brand identity and all of the in-game art (2D + 3D), partnering with our Consumer insights, Marketing, and creative teams to ensure what we were making met the consumer expectations. Through an iterative design thinking process, with constant user testing to ensure a data-informed approach I drove the ideation, creation, and implementation of the visual experience of the game.  This consisted of Marketing materials as an initial touchpoint through to the UI & UX, motion graphics, cinematics, environments, characters, and visual effects of the game itself. I was fortunate enough to work with a wonderfully talented team, as well as several talented external teams to deliver a highly rated UFC game.