Minnesota RØKKR’S Call of Duty League - Major II Tournment

Live In-Person Event - Mystic Lake Casino (2022) My role was as Senior Art Director and Designer.

The Challenge
Transform a conventional, corporate casino ballroom into an immersive, high-octane arena for a multi-day, internationally broadcast esports tournament. The activation needed to captivate an notoriously critical and highly vocal Call of Duty fan demographic, bridging the gap between physical space and digital spectacle.

The Creative Vision
Building upon Minnesota RØKKR’s established "Nordic Metal" season aesthetic, I spearheaded the world-building strategy to deepen the brand's narrative. Collaborating with a premier comic illustrator, we evolved raw, dark thematic elements into a expansive, post-apocalyptic universe centered around our mascot's journey. This dark, cinematic landscape served as the foundational narrative blueprint for the entire event, directly translating a digital brand identity into a tangible, physical environment for thousands of live spectators and millions of broadcast viewers.

The Execution
I directed a multidisciplinary design team to execute a comprehensive, 360-degree campaign across every fan touchpoint, ensuring absolute visual cohesion across:

• Spatial & Experiential Design: Full-scale environmental graphics, wayfinding systems, physical experiential activations, fan photobooth overlays, and out-of-home (OOH) advertising campaigns.

• Digital & Broadcast Assets: Live international broadcast packages, dynamic social media graphics, and premium influencer kits.

• Product & Industrial Design: Event-exclusive fan merchandise and the official tournament championship trophy.

The Result
Through rigorous creative oversight and a dedicated design team, we successfully gamified a corporate venue into an immersive cultural hub. The project stands as a testament to large-scale world-building, cross-functional team leadership, and the seamless integration of physical and digital brand experiences under immense pressure.

Notes: This was a huge project, but I’m really proud of the hard work the design team put in to bring this to life.

Live In-Person Event - US Bank Staduim (2022) My role was as Senior Art Director and Designer.

The Brief & Strategic Lens
As the primary creative lead, I directed the conceptualization and execution of the Version1 fan activation at the inaugural VeeCon in Minneapolis. The strategic imperative was to leverage this high-profile, culture-forward event as a premium lens to reintroduce and project the core Version1 brand identity to an influential audience of creators, innovators, and digital natives.

The Creative Solution
To stand out in a cutting-edge web3 and tech space, we went counter-cultural, anchoring our presence around a fully immersive vintage gaming installation. This nostalgic, retro-futuristic atmosphere subverted expectations and acted as a powerful physical touchpoint, generating high organic engagement and bridging the gap between old-school gaming culture and modern esports lifestyle.

The Execution & Leadership
I oversaw the complete creative lifecycle of the activation, ensuring the physical footprint seamlessly integrated with our digital brand narrative. This included directing the environmental design and supporting digital and social assets. By transforming a standard exhibition footprint into a interactive, nostalgic hub, the installation established Version1 as a culturally relevant anchor within the broader festival landscape.

Live In-Person Events - Palace Theatre - St. Paul & Orpheum Theatre Madison (2023) My role was as Senior Art Director and Designer.

More to come!