This custom art piece from BioWare’s lead concept artist Matt Rhodes was part of a series of commissioned celebratory artwork from both internal and fan artists for Mass Effect’s tenth anniversary.
A Day for Fans
For four years, I coordinated efforts for N7 Day, a fan-centric holiday celebrated by the Mass Effect community. The event serves as a way to re-engage core fans, announce new products, and tease future releases.
I worked with marketing groups, licensing partners, influencers, and internal studio teams to develop the overall strategy, asset list, and release schedule. This involved creating press packages, developing promotional plans for featured products and sales, and coordinating giveaways and streaming schedules.
Several licensed products are released each year during the week of N7 Day, requiring promotion and custom assets.
As a result, we were able to generate over a million organic impressions each year on owned channels, boosting sentiment and causing our hashtags to trend in parts of North America and Europe.
Ten years of Mass Effect
2017 marked ten years since the release of the original Mass Effect. To mark the occasion, I produced a retrospective mini-doc, featuring some of the lead artists, writers, producers, and actors behind the beloved series.
Our goal was to give long-time fans an inside perspective on how things came together and where they might go next.
We filmed interviews at studios in Los Angeles, CA, and Edmonton, Alberta. I was in charge of the video’s production, direction, and final edit.
Custom art was created each year for social banners and rolled out across several branded and studio channels.
I also worked with my team to build a social support strategy, including channel banner refreshes and press outreach.