Design / XR
Ongoing global marketing creative produced for HTC VIVERSE — one of the most ambitious spatial computing platforms in development. The work spans physical exhibitions, digital campaigns, brand materials, editorial content, and social assets produced across an intensive 18-month period.
MWC Barcelona 2024 was the first major engagement: full booth experience design for one of the world's largest technology exhibitions, attended by over 90,000 people. The brief required translating VIVERSE's spatial computing proposition into physical exhibition space — large-format graphics, interactive station branding, wayfinding, and branded AV content playing across a multi-screen environment.
The BETT Education Show brought a different challenge: communicating XR's potential for educational settings to an audience of teachers, school administrators, and education technology buyers. The visual language needed to feel accessible and authoritative simultaneously — not the gaming-influenced aesthetic that dominates consumer XR marketing, but something that spoke directly to institutional decision-makers.
The Street Fighter × VIVERSE crossover campaign was the most creatively freewheeling of the projects — a collaboration between VIVERSE and Capcom, blending the iconic Street Fighter visual language with VIVERSE's spatial identity. Key art, social assets, email campaigns, and in-platform activation materials all required careful stewardship of both brand identities simultaneously.
Additional projects included materials for TAITRA Taiwan (trade exhibition representation), Retail Week LIVE 2026 exhibition design, the annual VIVERSE Creator Program report (a substantial editorial publication), a systematic email template library covering over thirty template variants, and ongoing social media asset production across LinkedIn, Instagram, X, and YouTube.
For exhibition and booth design, the traditional process involves commissioning 3D renders — expensive, slow, and inflexible when a brief is still evolving. Midjourney changed this workflow significantly. Generating spatial visualisations of booth concepts — materials, lighting, graphic placement, spatial layout — in the early stages of a brief gave concrete visual references for client conversations without the cost and turnaround of 3D production. Several campaign visual directions were developed entirely through Midjourney exploration before any production files were opened.
The tool's particular strength for this kind of work is its ability to convincingly simulate exhibition environments: the feel of materials under event lighting, the scale relationship between graphic elements and human figures, the texture of large-format print at different viewing distances. These are exactly the qualities that matter when designing physical experiences but are hardest to communicate through flat design mockups.
Claude was embedded throughout the communications workflow. Press releases, event descriptions, exhibitor briefs, speaker biographies, social captions, and email subject line variants were all drafted and refined in partnership. The volume of copy required across eight campaigns running simultaneously would have been difficult to maintain at quality without AI assistance — and the output reads with a consistent tone of voice because the prompting and editorial process was consistent.
The Creator Program annual report was a particularly intensive copy project: long-form editorial content about the VIVERSE creator community, individual creator spotlights, platform statistics presented as narrative, and forward-looking platform commentary. Claude drafted the structural framework and initial text; multiple rounds of human editing shaped the final voice.
Social video assets — particularly short-form LinkedIn and YouTube content — benefited from AI-assisted editing workflows. Auto-captioning reduced a time-consuming manual subtitle task to a review-and-correct workflow. B-roll selection tools that analyse footage for the most visually dynamic moments accelerated the assembly phase. The creative decisions — pacing, music choice, narrative structure — remained entirely human; the AI handled the mechanical work that historically ate into creative time.
The full production stack for large-scale marketing creative, spanning print, digital, motion, and spatial design disciplines.