Building a Marketing Production System That Scales
Client
Rec Room | Marketing Production & Campaign Execution
Year
2020 – 2025
The Challenge
Rec Room needed to ship high-volume marketing campaigns across four platforms (console, mobile, VR, web) without slowing down or sacrificing quality. When I joined as their first dedicated Marketing Artist, there was no established pipeline connecting the Unity game engine to consumer storefronts. As the platform scaled to 75M+ users, we faced monthly deadlines for seasonal events, major IP partnerships, and cross-platform store updates. The team needed a production system that could handle this velocity while maintaining brand consistency.
The Solution
I built a scalable marketing production pipeline from scratch. By separating foreground elements, character rigs, and UGC backgrounds into a non-destructive Unity workflow, I enabled rapid iteration without rebuilding entire scenes. This system reduced production time by 40% and allowed us to ship bi-weekly campaigns across all platforms. The seasonal event campaigns drove 225% revenue growth in six months.
Scope of Work
Establishing the Visual Standard
This evergreen campaign became the foundation for all marketing across Steam, PlayStation, Xbox, Quest, and iOS. Working with a small team, I created hero images that showcased Rec Room's character customization depth—proving to new users they could build an avatar that truly represented them. The Full-Body Avatar launch needed aspirational quality that would drive adoption, and this campaign set that bar.
The Production Pipeline
To maintain consistency and speed across 160+ campaigns, I built a layered rendering system in Unity. By separating environmental plates, character rigs, and UI elements, we could iterate on poses and lighting without rebuilding scenes from scratch. This non-destructive workflow reduced production time by 40% and enabled bi-weekly releases without sacrificing quality. It became the template for every campaign that followed.
Cross-Platform Execution at Scale
Using this pipeline, I led execution of 160+ seasonal campaigns that seamlessly adapted from 4K console dashboards to vertical mobile storefronts. The challenge wasn't just making things look good—it was maintaining absolute brand consistency across VR, console, PC, and mobile while shipping every two weeks. The system I built solved that.
Nickelodeon Partnership: TMNT
Created marketing visuals for a global crossover event, adapting iconic IP guidelines into Rec Room's volumetric style while maintaining Nickelodeon's brand standards.
Mattel Partnership: Barbie
Executed high-fidelity promotional assets for a major demographic expansion, working within strict Mattel brand guidelines to deliver on tight partnership timelines.
Mattel Partnership: Monster High
Led visual marketing for a highly anticipated integration, proving the pipeline could handle multiple major IP launches simultaneously without quality drops.
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