Company
- Possible Agency
Role
- Art Director
Website
POSSIBLE is a full-service creative agency with a world-class client roster. I joined as an Art Director, helping lead high-profile initiatives for brands including Sony PlayStation, Madison Square Garden, Movie Friends, and The Starkey Foundation.
Sony Playstation
Sony engaged us to explore next-generation interface concepts for the PlayStation console experience. I served as Art Director on the project, leading visual direction and interaction concepts for the 10-foot experience. Designing for a living-room console experience required a different approach than traditional screen interfaces, presenting a unique and exciting challenge. The goal was to elevate the PlayStation UI and deliver a more intuitive and engaging experience for players.
To achieve this, I focused on building upon the established PlayStation design language rather than reinventing it. I iterated across multiple layouts and UI variations, refining navigation, hierarchy, and interaction patterns to deliver a fresh yet intuitive evolution of the interface that stayed true to the brand and supported player expectations.
MSG Go App
Madison Square Garden set out to create their first streaming app, offering fans access to New York Knicks and New York Rangers games along with original programming and shows. I served as Art Director on the project — and despite being a lifelong Lakers fan — it was an exciting opportunity to help shape MSG’s debut digital viewing experience.
The design approach focused on clarity and ease of use. I implemented a clean navigation system and a structured grid layout to help fans quickly discover and watch the content they care about, ensuring a simple and intuitive experience from the moment they opened the app.
The project was a success both creatively and operationally. The client loved the final product, and the engagement process — from kickoff to delivery — was highlighted at a global company meeting as a model for smooth execution, on-time delivery, and efficient collaboration.
