An interview brief response: design an immersive, NDA-secure media preview that puts gaming press inside the world of GTA VI before anyone else has seen it.
The Brief
An immersive, invite-only media preview experience for gaming press ahead of the global launch of GTA VI. 120 minutes of live gameplay in a fully NDA-controlled environment. No screen photography. No spoilers. Just the most anticipated game in history — experienced before anyone else on earth.
Live Date: September 2026. The brief: build a world that doesn't feel like a press event. Make it feel like Vice City itself.
The Approach
Rather than a single concept, I developed two fully distinct experiential worlds — each drawn from different corners of Vice City's narrative universe. Both deliver the same core objective: get press inside the game before they've played it, so that when they do play it, the world feels earned.
Each concept has a complete audience journey across six beats, a branching narrative structure that makes every experience personal, and a deliberate NDA-native design — the world itself is the reason you can't share it yet.
The Concepts
Press arrive by pink stretch limo to a neon-lit beachfront facade. Inside: a fully operational casino floor populated by NPC dealers, cocktail servers and criminals — each carrying their own Vice City storyline.
Guests choose a questline on check-in and follow their path through the casino: a deal gone sideways, a love triangle in the penthouse, or a heist playing out in plain sight. Every thread leads to the same rooftop suite — where the gameplay awaits.
Press are "detained" — arriving in a blacked-out prison transfer van. LDC jumpsuits. Intake processing. A GTA-style mugshot. The charges are fictional, but the atmosphere isn't. Then the doors open and it's a block party.
What unfolds is a Vice City street scene — music, community, tension. Each guest has a role, a contact, a reason to be there. Their questline determines whether they're trying to get out, get paid, or get even. Every path ends in the safehouse — and 120 minutes of uninterrupted gameplay.
The Full Concept
The complete concept deck — covering both worlds in full, including audience journey maps, character storylines, NDA strategy, earned media approach, spatial references and producer considerations. Built as a standalone submission for an interview brief.
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