Tencent — Global Campaign System
Designer → Visual Systems Builder

I contributed to global campaigns across social and live events, often working from open briefs to shape design and creative direction that resonated with PUBG MOBILE’s diverse player base.

Goal
Create flexible, scalable visual systems that evolve with specific brand goals and work seamlessly across regions and media formats.

Execution
I introduced new design options alongside existing templates, eventually building custom systems from scratch. These templates became the backbone for social and marketing campaigns — with the Playstile campaign standing out as the most dynamic and system-driven work I produced for the brand.

Challenge
The team’s design tools were functional but limited. My role was to expand the system without breaking consistency — introducing new assets that supported creative growth across North America, South America, Asia, and Europe.

Impact

• Visual system unified print, digital, and video across four continents

• 165M total engagements

• 132% YoY engagement growth

• 3.4B total impressions

• Instagram growth: 1.2M → 8.3M in 18 months

• 72M Instagram Story impressions

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