Dead by Daylight

Dead by Daylight

As Associate Art Director on Dead by Daylight, I led end-to-end creative direction for character-driven content, working across internal teams, external vendors, and high-profile licensors. My process was grounded in system design, narrative clarity, and cross-functional alignment.

Each collection began with early discovery: assessing gameplay needs, lore opportunities, and production timelines. From there, I collaborated with product, design, and marketing to define scope, brand guardrails, and audience expectations.

I developed scalable visual foundations—moodboards, creative briefs, and aesthetic pillars—to unify concept, 3D, marketing, and merchandise assets. I also implemented review structures that brought together all stakeholders weekly, ensuring clarity across teams and reducing rework.

For licensed characters, I worked closely with partners like NBCUniversal to balance fan expectation, IP fidelity, and creative vision. In all cases, I prioritized inclusivity, emotional storytelling, and systems that could scale.

This approach helped the team launch high-impact collections like Chucky (nominated for Best Use of a License) and the Mythic Tome, which significantly increased player engagement. Many of the visual and procedural systems I built remain in use across Dead by Daylight’s live service pipeline today.

Teams Managed

Cosmetics - Content
UI/UX
VFX
Marketing Illustration
Cinematics
Comics