CyberBattle — PwC & AWS re:Invent

Creative Direction, Narrative Design, Art Direction, Production Leadership

Led creative strategy and execution for CyberBattle, an interactive experience for PwC at AWS re:Invent designed to engage attendees and spotlight PwC’s technology expertise. Originally briefed for a generic tech demonstration on an LED volume, I pivoted the concept to create an immersive, game-based experience that was both visually striking and audience-driven.

I developed the narrative, visual identity, and gameplay mechanics, transforming the concept into a real-time “hacker vs. IT professional” simulation. Attendees could choose to play as a hero or a villain, with the hacker seeking open ports to attack and the IT professional defending, fortifying, and striking back — an intricate, strategic evolution of the classic Battleship game. This approach made cybersecurity tangible, fun, and memorable, drawing large crowds and sparking organic conversations at the event.

Oversaw end-to-end production, from concept and art direction to implementation on-site, ensuring a seamless interactive experience. The campaign extended beyond the live event: we developed a V2 mobile-style arcade unit and licensed the game to clients for their own events, creating unexpected revenue streams and long-term brand engagement.

This project demonstrates the integration of strategy, creative vision, and hands-on execution to deliver an experience that was innovative, audience-focused, and commercially impactful — aligning technical creativity with business objectives.