Bethesda Softworks E3 Launch

Each year leading into the E3 Conference, Bethesda Softworks transforms their annual showcase into a must-attend moment for fans, influencers, and media. From 2017–2019, I partnered closely with the Bethesda team to bring their biggest game launches to life through large-scale, fully immersive live experiences designed to turn digital worlds into real-world fandom.

 

Across multiple years, the event evolved into a high-impact live showcase and after-party where select game titles were taken off the screen and activated in physical space. Every touchpoint — from gameplay environments to branded photo moments, limited-edition merchandise, and surprise entertainment — was intentionally designed to deepen emotional connection to the brand and bring the community together beyond the digital realm.

 

In 2017, the experience reached its largest scale with a full takeover of Los Angeles Center Studios, transforming the campus into “Bethesdaland.” The space featured nine fully built-out worlds, each representing a different game title. The activation included a branded Ferris wheel, private In-N-Out Burger food trucks, exclusive fan giveaways, and a surprise live performance by The Chainsmokers — creating a true festival-style environment that delivered both spectacle and meaningful fan engagement.