Path of Exile 2
Industry
Gaming
Client
Tencent / Grinding Gear Games
Service
Graphic Design
Date
2024
A standalone contract for the official São Paulo launch of Path of Exile 2 — one of the most anticipated game releases of 2024. I was hired to produce a full suite of digital and physical assets, following the brand's strict visual guidelines, for a campaign that reached audiences both online and across some of the city's highest-footfall physical locations.
Path of Exile 2 launched in December 2024 as one of the year's most significant gaming events — peaking at 578,569 concurrent players on Steam alone in its first weekend, becoming the 15th most-played game in Steam history, and surpassing 1 million pre-orders across all platforms. In Brazil, where the game's Portuguese-language community is among the most engaged in the world, the launch called for a physical and digital presence that matched the scale of the moment.
THE PROBLEM
Adapting a globally consistent, strictly governed brand identity to formats that ranged from 15cm elevator screens to building-spanning ultra banners — each with its own technical specs, aspect ratios, and viewing distances — while maintaining visual fidelity and impact at every scale.
THE SOLUTION
A systematic approach to asset production: interpreting the brand guide for each medium, adapting composition and hierarchy for viewing distance and context, and delivering a consistent campaign presence across formats from pocket-sized digital screens to massive street-level banners.
Shopping Eldorado, December/2024. Around 2.000.000 visitors monthly.
Pinheiros subway station, in Sao Paulo. Around 147.000 passengers every day.
The campaign's most visible moments were its out-of-home placements. At Shopping Eldorado — one of São Paulo's premier malls, drawing 2 million visitors per month — my art ran on an Ultra Banner during December 2024, coinciding with the height of Christmas foot traffic. A second Ultra Banner, this one panoramic and wide-format, was installed at Pinheiros subway station, the second busiest transit hub in the city's entire rail network with 147,000 passengers passing through every day.
Beyond the landmark placements, the campaign extended into the capillary layer of São Paulo's urban environment: elevator screens and smaller digital panels in commercial and residential buildings throughout the city. These required a distinct creative approach — compositions that read clearly in seconds, in passing, on small screens in tight spaces — while remaining unmistakably part of the same campaign.
Alongside the physical campaign, I produced digital assets for social media — posts, stories, and reels — as well as content for the game's official wiki and community-facing "organic" pages managed by my contractor. These pieces operated by a different logic: where OOH demanded impact at distance, digital content required engagement up close, speaking directly to an already passionate player community in the voice of the game.
Path of Exile 2's December 2024 launch was a cultural event — and the physical locations where my art appeared were among the city's highest-exposure environments.
Data from Q1 2025
This project was a lesson in discipline and scale. Working within a strict brand guide for a globally recognized IP — and then seeing that work appear on a banner the size of a building wall, in one of São Paulo's most iconic shopping destinations, during the most-visited month of the year — is a rare kind of creative milestone. It's a reminder that design at its most impactful is often invisible: the brand holds, the game world comes through, and the audience feels it without knowing why.
