Art Direction

Alienware Product Launch
Global launch campaign for the Aurora 16 and 16x gaming laptops, including a refreshed learn page for Alienware's laptop portfolio. 

Role: Art Director
Scope: Web, motion
Tools: Figma, Adobe CC

Overview:
Alienware introduced a new tier of gaming laptops aimed at a broader market segment, requiring a brand identity that felt both premium and distinct. The challenge was to differentiate these models from competitors while maintaining the elevated look and feel Alienware is known for. 

Approach:
Collaborated with a cross-functional team of art directors, web designers, project managers, and production partners to establish a cohesive brand identity for the Aurora line. Oversaw the creation of key launch assets, including site videos, product photography, and immersive product pages that balanced storytelling with performance. 

Outcome:
Launched two new product pages and a refreshed learn page, rolled out globally across Alienware's web platforms. The campaign helped define a new visual tier within the product portfolio while strengthening Alienware's overall digital experience.