Travis Scott × PS5

Building the launch world

Working with director Warren Fu, I concepted and creative directed the treatment, then production designed the film sets with Tino Schaedler.

I also concepted and designed the custom Cactus Jack truck with the Cactus Jack team, extending the visual language of the film into a physical activation.

A launch system spanning film, set design, and physical activation—built as one connected Cactus Jack world.— Travis Scott × PS5

The truck was designed as a mobile piece of the campaign world—part future vehicle, part branded object, and part activation.— Travis Scott × PS5