Cre8ors

^{Creative Direction, Brand design (2022)}

At DEFI, I stepped into the emerging world of Web3 (no my thing but I’ll try anything once) and led a team of exceptionally talented designers and big-picture thinkers to build an immersive metaverse experience from the ground up. 

Welcome to the Black and White City—a place where monotony rules, and free-form creative thinking is outlawed. To disrupt that order, we introduced the Cre8ors: a secret society of eight creative archetypes who represent the full spectrum of imagination and innovation. The world we built contrasts a hyper-realistic black-and-white cityscape with bold bursts of cartoon color, illustrating (literally) the tension between conformity and self-expression.

This visual divide mirrored the narrative: a society engineered to keep its citizens obedient, submissive and profitable for the ruling elite, and the quiet rebellion of individuals daring to unlock their true creative purpose. The result was an immersive, symbolic environment that invited audiences to reflect on the cost of creativity in a world that thrives on uniformity.

I worked end-to-end directing brainstorms, developing the brand identity, overseeing social content and website design—all while contributing hands-on as a designer and creative writer. The project was an incredible balance of big-picture thinking and detail-driven design, all culminating into a vibrant technicolor cityscape that brought our vision to life.

︎︎︎ Developing UI design treatment

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