Dungeons & Dragons - Questers
Dungeons & Dragons Questers was a new line acquired by Basic Fun! to expand its presence within the boys’ and collectibles market. As part of the creative team, I helped establish the visual direction for the launch, developing a cohesive content system across social media, Meta advertising, and e-commerce.
With Questers positioned as an approachable entry point into the world of Dungeons & Dragons, the creative direction focused on making the fantasy world feel exciting, imaginative, and accessible to a younger generation of fans. I helped translate the brand’s established identity into a visual language that supported both storytelling and product-focused content across multiple channels.
I led the creative process from initial concept development through final asset delivery, collaborating with Brand, Digital Marketing, and Wizards of the Coast to align the campaign with both business objectives and licensing requirements. I directed the visual approach, including art direction, prop selection, styling, composition, and overall content consistency, while guiding the project through creative and licensing approvals.
I also oversaw post-production and final asset development, ensuring the work maintained a cohesive visual identity and was appropriately adapted for each channel. This project allowed me to lead across strategy, production, and execution while balancing the needs of the brand, audience, and licensing partner.
ROLE
Creative Direction · Art Direction · Graphic Design · Production · Project Management
RESPONSIBILITIES
Concept Development · Brand Collaboration · Prop Direction · Styling · Licensing · Campaign Development · Production · Post-Production
The Direction
I developed the mood board and aesthetic direction to establish a visual language that balanced the fantasy and adventure of D&D with the warmth and accessibility of brands like LEGO. The goal was to showcase the products as more than collectibles, but as building experiences that encourage creativity, storytelling, and imaginative play.
To create a cohesive system across the shoot, I incorporated artwork, graphic elements, patterns, and color cues pulled directly from the Questers packaging. These elements were used throughout the environments and compositions to create a stronger connection between the physical product, packaging, and digital content.
Social media posts and META ads
Concept Development · Prop Direction · Styling · Licensing · Campaign Development · Production
Dungeons & Dragons Campaign Mailer
ROLE
Art Direction · Packaging Designer
RESPONSIBILITIES
Brand Collaboration · Licensing · Packaging Design
For the launch of Dungeons & Dragons Questers, I developed two distinct influencer mailer experiences designed to generate excitement and awareness around the new toy line. The first was a branded red mailer created in alignment with the brand’s established style guide and developed for Digital Marketing’s broader influencer outreach. The second was a more exclusive, elevated mailer created specifically for high-level influencers within the Dungeons & Dragons community.
For the exclusive mailer, I collaborated directly with the Creative Director to concept and handcraft a custom wooden crate, with only four produced to create a limited, collectible experience. Both mailers were designed to feel intentional to the Dungeons & Dragons brand while creating visually engaging, shareable moments that would introduce the Questers line to the influencer community.
Dungeons & Dragons Amazon Storefront Design
ROLE
Creative Direction · Art Direction · Graphic Design
RESPONSIBILITIES
Concept Development · Brand Collaboration · Licensing · Graphic Design
