Big in Japan
This PlayStation Store campaign was designed to spotlight the distinctive appeal of Japanese-developed titles—games that help set PlayStation apart in key markets like Europe and ANZ.
Ecommerce strategy
Art & copy production
Sony
PlayStation Store
A key innovation in this campaign was the introduction of category segmentation by console type—something previously not possible due to platform limitations. By restructuring the content flow, we enabled users to access relevant deals faster, cutting down on friction and eliminating the need for excessive scrolling.
This strategic improvement led to increased engagement and more efficient navigation, ultimately driving stronger performance across all key metrics.
The Design
Working closely with designers, I helped shape a bold visual direction that clearly communicated the significance of the sale. We incorporated red—a traditional color associated with major promotions in Japan and widely recognized as attention-grabbing in global retail—to signal urgency and importance. This made the campaign visually striking and instantly recognizable across all PlayStation Store touchpoints.