PROJECT
SUMMARY
CONTRIBUTIONS
Campaign strategy
Campaign messaging
Creative direction
TEAM
Brian Wood: Creative director, designer
Bi Lu: Design support
John Britt: Copy support
Campaign strategy
Campaign messaging
Creative direction
TEAM
Brian Wood: Creative director, designer
Bi Lu: Design support
John Britt: Copy support
The WD_BLACK SN850P Internal SSD is a high-capacity storage upgrade designed specifically for the PS5, offering a seamless gaming experience. Our goal was to bridge the gap for casual gamers who may be intimidated by the idea of installing an internal SSD, while also appealing to pro gamers who are already familiar with the process.
We wanted to highlight not only the performance benefits of the SN850P but also emphasize the trustworthiness of the product by showcasing our official partnership with PlayStation. I oversaw and collaborated with our copywriter, crafting my own messaging while also ensuring his work aligned with our goals.
The campaign used sleek, moody, futuristic visuals to illustrate the product's performance and Sony’s official endorsement. The messaging was clear and engaging — focused on making gamers feel confident in upgrading their consoles with a trusted, official component — while also tapping into the product’s aspirational, cool-factor appeal.
Xbox x WD_BLACK