Final Fantasy XV
Leading the Global Launch of a Franchise
2015-2018
After a decade-long development cycle, Final Fantasy XV carried enormous expectations and a complex launch ecosystem. As global marketing lead, I set an integrated strategy to re-engage longtime fans, welcome new players and connect the core game, film, anime, live experiences and post-launch products.
Western-Led
First mainline FF marketing campaign globally led from Western offices
Transmedia
Game + Mobile + VR + Anime + Film
10M unit sales
Biggest and Fastest Game Launch in Company History
Launch Mandate
After years of fan and press anticipation, Final Fantasy XV entered market as a major franchise reinvention: real-time action combat, an open world and a contemporary four-friend road-trip story designed to welcome newcomers.
At the same time, the launch expanded across a feature film, anime, demos, live experiences, hardware, partnerships and post-launch products.
The challenge was not generating more content. It was giving every touchpoint a clear role in one coherent franchise journey.
Strategic Pillars
PILLAR A: Reclaim Your Throne
Rebuild confidence among longtime press & fans by proving that the franchise’s reinvention retained the scale, craft and emotional weight they expected.
PILLAR B: Expand the FFXV Universe
Orchestrated a global transmedia engine—integrating a feature-length film (Kingsglaive), anime series (Brotherhood), and cross-platform tie-ins—to build massive top-of-funnel reach months ahead of launch.
PILLAR C: Retain the FF Core & Reach for More
Balanced core fan retention with mainstream cultural entry points, pairing high-touch community activations with high-visibility integrations (e.g., Conan O'Brien’s Clueless Gamer) to maximize market expansion.
From Pillars to Campaign Highlights
Selected work led by my team or co-developed with development studio and regional marketing teams
Reclaim Your Throne
Expand The FFXV Universe
Retain the FF Core & Reach for More
Cinema - Kingsglaive (co-led with Sony Pictures)
Leadership & Outcome
Directed end-to-end global GTM execution
Managed 8-figure budget allocations
Led a 5-member core marketing team alongside cross-functional partners in Japan, North America, and Europe.
FINAL FANTASY XV exceeded 5M day-one unit sales—the fastest-selling launch in company history.
Later reached 10M worldwide unit sales
Leadership Scope
Business Results
Public Representation
Represented FFXV across keynotes, live broadcasts, press junkets, and top-tier media interviews.