For their ComplexCon activation, BBC Ice Cream, Pharrell’s iconic streetwear brand, brought us in to lead creative direction for a high impact CGI and AR rollout that amplified their collaboration with Riot Games’ ARCANE series and built excitement ahead of the event. I led the concept, visual language, and interaction design for a custom CGI hero asset that introduced the BBC x ARCANE world across social platforms, then extended the idea into AR and interactive tech on site, creating a two week digital experience where fans could unlock animations, play a mobile mini game, and enter a raffle for exclusive BBC merchandise. The combined use of CGI content, AR moments, and game mechanics generated buzz, drove fan engagement, and turned the rollout into an immersive, shareable launch for the new product.