Bayonetta (Gaming – Promotional Campaign and Trailer Design)

 

Format: Web, Mobile, Interactive Media
Role: End-to-End Product Design and Development

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PlatinumGames, an acclaimed Japanese studio known for genre-defining action titles, partnered with my team to launch Bayonetta, a new intellectual property competing in a crowded global market. As Product Design and Development Lead, I guided the creative and production process for a high-impact digital campaign that introduced the character, world, and core gameplay to a global audience. The goal was to establish Bayonetta as a recognizable and aspirational brand that could stand alongside established action franchises.

 

I led the concept development, storyboarding, and design of a cinematic trailer that highlighted the game’s distinctive aesthetic, fluid combat, and powerful female lead. My work focused on crafting a visual narrative that balanced spectacle with clarity, using dynamic camera movement, choreographed sequences, and precise pacing to convey the game’s signature style. The campaign extended across multiple digital channels, combining social media engagement, community-driven events, and targeted distribution on gaming platforms to maximize visibility. I also worked closely with PlatinumGames to ensure brand continuity and authenticity across all assets, from visual tone to messaging hierarchy.

 

The campaign generated millions of trailer views, sparked extensive community discussion, and contributed to record-breaking engagement metrics ahead of release. Bayonetta received critical acclaim for both gameplay and presentation, achieving strong global sales and establishing itself as a lasting franchise in the action genre. The campaign’s success demonstrated how cohesive product design, cinematic storytelling, and community strategy can transform a new IP into a globally recognized brand.