Sony

LittleBigPlanet's core concept — user-generated content and community creation — was novel and needed clear, compelling communication to reach a broad audience beyond core gamers.

The promotional campaign had to convey the game's creative depth and whimsical personality in short-form video content.

An in-game tutorial was needed to bridge the gap between the game's creative toolset and player onboarding, making the creation experience accessible to all skill levels.

Conducted stakeholder workshops with Sony's development team to align promotional materials with the game's creative vision and in-game assets.

Led persona development to understand diverse audience segments — from hardcore platformer fans to casual creative players.

Performed competitive analysis to position LittleBigPlanet's unique user-generated content features against established franchises.

Produced promotional videos and advertising creative that brought Sackboy to life, highlighting the game's charm, creativity tools, and community-driven gameplay.

Designed an in-game tutorial experience that guided new players through LittleBigPlanet's creation toolset, lowering the barrier to user-generated content.

Delivered marketing assets across seven promotional websites, social channels, and gaming publications.

Over 10,000 click-to-play interactions across seven promotional websites, demonstrating strong engagement from potential players.

More than 300,000 registrations for future updates, confirming significant audience interest and anticipation.

The tutorial design contributed to player retention by making the creation tools accessible, supporting the game's long-term community-driven model.