Turning automated content into a personal moment, at scale.

A Valentine's Day experiment for the console's "Below the Fold" section, where content had, until then, always been automatically generated. For this project, we set out to customise the visuals to speak to every kind of gamer, whatever their idea of a perfect night in looked like. One of our key goals was to keep the visuals genderless, so the piece would resonate with everyone, regardless of who they were or how they played.

The mechanic was simple: gamers selected the kind of game they preferred — solo, for two, or for a group — and were taken through to a curated collection of games matching their choice. Ironically, players ended up engaging with the piece less through their gaming preferences and more through their relationship status, turning a simple content experiment into an unexpectedly personal moment of self-selection.

I was the sole designer on the project, taking it from early concept sketches through to final cuts, working closely with my team lead and two marketeers on the console side. The idea resonated so well with the wider marketing team that two additional marketeers on the PC side asked to run the same experiment, so I adapted the visuals to suit that platform as well.

The results spoke for themselves: the experiment drove 9x the baseline engagement on console and 4x the baseline on PC. The combination of copy and visuals also struck a chord beyond the platform itself, sparking a wave of comments and discussion across forums like Reddit and X — making it one of the standout campaigns to come out of "Below the Fold.