Deep Silver at PAX: Big Presence on a Small Budget
As a new international publisher, Deep Silver needed to make a bold statement at PAX with booths for Dead Island and Sacred 3. The challenge was a limited budget, no brand recognition, and the need to stand out against AAA-level installations.
Despite these constraints, the team delivered a presence that was both eye-catching and cost-effective, earning recognition as one of the top booths at the show.
I led the concept design and vendor sourcing to bring this vision to life under tight constraints. I discovered and secured Storyland Studios, a vendor known for creating large-scale, immersive structures using foam and recyclable materials, which were ideal for visual impact without breaking the budget. I designed photo-friendly and immersive booth concepts that featured zombies, wrecked vehicles, and hidden theaters, capturing the tone of each game while maximizing interactivity.
To align leadership, I sketched and pitched the full design vision directly to Deep Silver’s team in Germany. The render I created convinced them that the foam-based approach was the right solution, and they later framed and displayed that illustration in their German headquarters.
I collaborated closely with Storyland Studios through build and installation to ensure fidelity to the concept and seamless alignment with the expo environment.
The booth achieved the presence Deep Silver needed, creating a standout destination on the show floor and drawing significant foot traffic. Industry press, including Complex Gaming, recognized it among the Top 15 Hottest Booths at PAX, placing Deep Silver alongside major AAA studios.
The success helped establish Deep Silver’s reputation in the U.S. market and proved how thoughtful design can deliver high impact without requiring a AAA budget.