I lead the creative across the Plants vs. Zombies franchise from UA and trailers to social, live ops, ASO, merch concepts, and creator partnerships.

This year, we launched a remaster of the original game with PVZ Replanted. Here, the focus was on reintroducing a well-loved classic by tapping into nostalgia and revitalising long-dormant social channels. We also needed to evolve the tone and content for today’s faster, more vocal audiences. This included working with creators to introduce the game to a new generation of players.

The result balances the charm and personality fans remember with new energy.