Deep Silver at PAX: big presence on a small budget

Deep Silver, a new international publisher, needed to stand out at PAX with booths for Dead Island and Sacred 3.

It had no brand recognition, a limited budget and AAA-level competitors on every side.

I led concept design and vendor sourcing.

• Found and secured Storyland Studios, known for large, immersive foam builds.
• Designed photo-friendly booths with zombies, wrecked vehicles and hidden theaters.
• Pitched the vision directly to Deep Silver leadership in Germany.
• Partnered with Storyland through build and install.

• Spend on impact, not material. Foam and recyclable structures delivered AAA presence at a fraction of the cost.
• Design for the photo. Every corner was built to be shared, extending the booth far beyond the show floor.
• Sell with one image. A single render convinced leadership, who later framed it in their headquarters.

• Named one of Complex Gaming’s Top 15 Hottest Booths at PAX, alongside major AAA studios.
• Drew significant foot traffic and helped establish Deep Silver in the US market.

Thoughtful design delivered high impact without a AAA budget.