I had the incredible opportunity to collaborate as Art Director with the brilliant teams at WAR (We Are Royale) and Square Enix on a thrilling 360 campaign for the highly anticipated Final Fantasy XIV expansion, Dawntrail. With a mission to reignite excitement for FFXIV and amplify brand awareness, we tapped into the themes of adventure, the thrill of a summer getaway, and the spirit of discovery. Our concept? A whimsical faux travel campaign, “TURAL WELCOMES YOU,” inviting fans to explore the enchanting, mostly safe, world of fantasy.

Inspired by the vibrant patterns, textures, colors, characters, and symbols of the game, we crafted a dynamic toolkit bursting with a cool, collage-style aesthetic, rich in motifs from Tural's diverse biomes. This toolkit became the cornerstone of the campaign, influencing everything from out-of-home advertising and social media to the website and a wide array of AV deliverables.

The campaign's innovative approach and captivating design earned it widespread fan recognition, ultimately winning three Clio Awards.