EA PLAY 2016

2016  |  Los Angeles, California USA.


For 2016, CINCO PARTNERED with EA to step away from the industry’s staple trade convention, E3, in favor of their own branded event. An open-doors gathering that would be a proving ground for their new direction; and deliver a pinnacle, community-focused experience.

The challenge was to break from exclusivity into inclusion, put the games directly into the hands of the players, and make every aspect of the event more accessible to fans. We built our strategy around shifting from a tradeshow aimed primarily at industry towards a live event that is open to all. After exploring options and getting feedback directly from the players, we settled on two physical locations – Los Angeles & London – occurring simultaneously and viewable whether in person or around the globe via livestream.

Challenges I worked through with the environments team at Cinco included climate extremes, tight restrictions on built elements due to install time and existing competitor branding, tough wayfinding within a multi-story building that wasn't street facing and negotiating numerous creative rounds with a large amount of stakeholders. 

Smaller design projects within the whole included unique spatial and environmental graphic designs for various EA game titles, stage/event design, Digital console furniture design, Photo-op fan-connect moments. We also concepted various methods of creating attract moments at street level then drawing people into the third story venue.

And finally a chance to have Snoop Dogg in my portfolio.