KRAFTON / PUBG STUDIOS

PUBG f2p
Launch trailer

Launching PUBG’s free-to-play era with a global cinematic campaign

MORE THAN
A TRAILER
A GLOBAL RELAUNCH

PUBG’s move to free-to-play was more than a pricing change. It was a global relaunch designed to bring new players into the Battlegrounds while giving existing players a reason to return. I led the creative direction for the $1.5M launch trailer, shaping the concept through production and helping turn a major business transition into a cinematic global moment.

CREATIVE DIRECTION · CONCEPT & SCRIPT DEVELOPMENT · CHARACTER DIRECTION · GLOBAL FILM PRODUCTION

CLIENT
KRAFTON / PUBG
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ROLE
Sr. Global Art Director (Publishing)
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YEAR
2021-2022
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TYPE
Global Launch / Film Campaign
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SCOPE
Concept Development · Script Development · Character Design · Stakeholder Alignment ·
Casting · Location Direction · Production Oversight

BUILDING THE
launch film

THE CHALLENGE
Free-to-play represented one of the largest shifts in PUBG’s history, and I owned the launch film from initial pitch through final production. I developed the concept, wrote the story, designed the characters and pitched the direction directly to the EP and CCO before leading internal alignment across teams. From there, I carried the project through a $1.5M production, overseeing casting, locations, creative partners and execution to turn a major business transition into a global launch moment.