As Internal Creative Director for AMD Gaming globally, I led the development of the "Gamers First" campaign, a multichannel creative platform built to deepen the brand's connection with gaming communities worldwide. The mandate: take the foundational "gear up for gaming" idea and push it further with richer visuals, sharper storytelling, and a new layer of technological ambition.
This was our first campaign to integrate a full AI creative workflow, including AI-generated player personas with regional variants and AI-assisted video generation, enabling us to develop culturally resonant content at a scale and speed that wouldn't have been possible through traditional production alone.
From full-system rigs to handhelds, the campaign reinforces that gaming on an AMD Ryzen™ + Radeon™ platform means you're first in line to perform, to immerse, to win. Anchored by lines like "equipped for every moment" and "make your performance legendary," the work spans hero video, social, out-of-home, and interactive formats. Neuro testing confirmed that even on a limited budget, the creative outperformed competitor content in the category.
Regional variant | Asia Pacific
Using AI-generated personas developed specifically for the APAC market, this version of the campaign was localized not just in language but in character, reflecting how gamers in the region identify with culture and play style.
The Game Awards 2025
The Game Awards 2023
At The Game Awards 2023, AMD and Valve took the stage to reveal something the handheld gaming world had been waiting for. I led the creative for AMD's role in the moment, positioning the brand not just as a hardware partner, but as the performance engine behind the experience.
The AMD-designed APU inside the Steam Deck meant zero compromise: portable hardware that could finally match the ambitions of its players.
The campaign launched live during the show and extended across channels with storytelling that translated raw specs into feeling, immersion, freedom, and performance as a state of mind.
Radeon | 25 Years of Gaming
For the biggest Radeon launch in AMD's history, timed to the brand's 25-year anniversary, I wrote and directed the hero video, created the visuals for the global launch presentation, and led the supporting social campaign.
The piece traces AMD's legacy from the earliest days of PC gaming through landmark platform partnerships with Xbox, PlayStation, and Steam Deck, landing on the relentless innovation that defines Radeon today. More than a product launch, it was a brand milestone, a celebration of 25 years as the performance engine behind gaming's defining moments.
