Ideas that make a difference

The Brief

SEGA wanted to reignite love for the Altus brand—home of iconic RPGs—by making a splash with die-hard fans and the next wave of gamers. The mission: Go beyond the expo booth. Create a cultural moment.

The Truth

Gamers have seen every stunt in the book. For Altus, loyalty runs deep, but so does scepticism. The challenge wasn’t to remind fans why they love Altus, it was to let them live it.

The Platform

SEGA House of Altus: The Ultimate Fandom Immersion

We ditched the generic expo stand and built an “Altus universe” takeover, part house party, part immersive theatre, all heart.
World-Building Rooms: Each space recreated a legendary Altus title: Peersona, Shin Megami Tensei, Catherine, brought to life with interactive storytelling, puzzles, and live actors.
Playable First-Looks: Fans got hands-on with unreleased content in themed “secret rooms”, with dev team drop-ins for genuine, unscripted feedback sessions.
Cosplay Labs & After Hours: From on-site transformation zones to midnight DJ sets, the House kept the Altus vibe pulsing day and night.

My Role

Transformed Altus from static nostalgia to living, breathing culture, co-designing the entire experience with superfans and creators.
Led creative from concept to build, obsessing over authenticity, no bland brand wallpaper, just pure, fan-first immersion.
Delivered moments built to be shared: every touchpoint designed to blow up across gaming socials and IRL.

Impact

The House became the must-hit destination, queues around the block, trending everywhere.
Drove record sign-ups for Altus communities and highest-ever engagement for new release teasers.
Proved SEGA and Altus can own experiential gaming culture, raising the bar for what a fan event can be.

Bottom Line:
We didn’t just celebrate Altus, we let fans move in. SEGA’s House of Altus wasn’t an event, it was the start of a new fandom era.