CASE STUDY 01
CLIENT
AREA15
ROLE
Creative Consultant, Art Director
SCOPE
Key Art · Experiential Artwork · Merchandise · Motion
LOCATION
Las Vegas, USA
AREA15 runs a high-volume event machine inside a large immersive district. The job was to keep one visual language intact across event key art, environmental work, and merchandise.
THE BRIEF
Keep AREA15 readable at district scale: one visual language for 500+ ticketed events, plus site-specific work in District 2 and the main thoroughfares.
I
Unified Visual Framework
A visual language applied across scales — from large murals to small digital assets — preserving AREA15’s immersive, artistic, exploratory voice.
II
Event Key Art & Identity
Bespoke key art systems for 500+ annual ticketed events and private bookings, tailored to each narrative while staying cohesive with the AREA15 brand.
III
Environmental Murals & Installations
Site-specific artworks integrated into physical spaces — including District 2 and the main thoroughfares — to guide guests and amplify the environment.
IMPACT
Gave production and marketing a single key-art system so event campaigns and environmental pieces could ship in parallel without splitting the brand.
02
CASE STUDY 02
DC Entertainment
Social campaign / key art / motion
CLIENT
DC Entertainment / Digital Media Management
ROLE
Art Director, Design Lead
SCOPE
Social system · Motion · Key art · Event
LOCATION
Los Angeles, USA
Four years of DC social — main brand, publishing drops, Batman 80, DC Universe originals.
THE BRIEF
DC needed social that felt like the comics: built for superfans, still open to a casual scroll. I directed and designed the system across the main brand, publishing drops, Batman 80, and the DC Universe originals — almost every frame in this case.
I
The system
One visual language for Facebook, Twitter, and Instagram. Platform-native, not resized posters. Comic Drops for new books. Cover slideshows. Stories recaps into Action Comics #1000. Threads and brackets when the platform asked for a vote, not a still.
II
Batman 80
Year-long anniversary as a designed sequence: Detective Comics #1000 trailer language, Batman Day coverage, Bat-suit bracket, symbol evolution. Same hand as the daily feed, scaled to a milestone.
III
Worlds inside the brand
Vertigo relaunch, Day of Wonder, SXSW / WonderCon, Doom Patrol and Swamp Thing for DC Universe. Inclusive calendar work (Pride and the rest) sat in the same system so the feed did not split into “fan” and “corporate.”
IMPACT
2019 Webby Winner and People’s Voice, Social / Entertainment. 2018 engagement: +76% Facebook, +12% Twitter, +59% Instagram. Batman 80: 6B reach, 3.8M engagements, 61M impressions on the creatives.
03
CASE STUDY 03
Hitman 2
Social campaign / key art / experiential
CLIENT
Warner Bros. Interactive Entertainment / Digital Media Management
ROLE
Art Director, Design Lead
SCOPE
Social system · Key art · Motion · Experiential
LOCATION
Los Angeles, USA
Stealth launch for Hitman 2. ICA paperwork first, then a live call at PAX West.
THE BRIEF
Make a stealth launch feel like a briefing, not a trailer dump. Existing fans already knew the World of Assassination. New players had to be dropped into it. I directed and designed the social system so every asset read as ICA paperwork — surveillance, intel, preparation — and so the live activation used the same language.
I
Point of view
Fans were addressed as agents, not as an audience. Stills took the angle of security footage, dossiers, and pre-mission kits. Location cards for Miami, Mumbai, the suburbs, Colombia. Elusive-target files. Postcards with a verso. If it could not pass as a document from the Agency, it did not go out.
II
Built for the platform
Twitter polls. Facebook force-touch. 180° frames. 3D objects with intel hidden in the model — first to market on that format. The idea was not a square poster cropped three ways. Each piece used a feature only that platform had.
III
The call
31 August 2018, PAX West. A countdown simulcast on Facebook Live, Twitch, and YouTube. A number. Callers tested as potential ICA agents. The room and the feed shared one visual world so the stunt did not sit on top of the campaign.
IMPACT
2019 Clio Entertainment Bronze — Games, Experiential / Events. 2019 Communicator Award of Excellence. Call center: 13,600 calls, 1,500 texts, 3,000 answered, 68 hours on the line. The title landed among the strongest earners in a seven-game history.
CASE STUDY 04
CLIENT
Digital Media Management
ROLE
Design Lead, Art Director
SCOPE
Pitch deck · Social system · Discord cards
LOCATION
Los Angeles, USA
DMM was pitching MultiVersus as a social account. The deck had to prove a system — not a handful of key visuals — that could hold a large cast and daily output.
THE BRIEF & THE IDEA
Art-directed the pitch: visual language for social, modular templates, and a Discord card system. The standard was a working content system, not a decorated slide deck.
I
Modular Visual Language
Key visuals, motion-ready layouts, and modular templates balancing brand consistency with flexibility across characters and tones.
II
Card Collection Concept
Art-directed a collectible card system for Discord, turning MultiVersus characters into progression-based visual assets for gamification and community engagement.
IMPACT
Showed MultiVersus a cohesive social system instead of isolated assets. The deck became the internal benchmark for how DMM pitches content systems.
CASE STUDY 05
CLIENT
Self-initiated · Metzgers
ROLE
Design Lead, Art Director
SCOPE
Menu · Motion · Packaging · Merchandise
LOCATION
Hamburg, Germany
First Hamburg project after the move. Spec work for Metzgers: a menu system that carries the restaurant’s craft into film, pairings, and objects.
TASK & APPROACH
Treat the menu as the brand surface — then extend it to kitchen films, pairings, and objects without turning the restaurant into a costume.
I
Menus as Storytelling
Reimagined menus as storytelling tools, connecting food, craft, and brand.
II
Behind-the-Scenes Video
QR codes link to videos showing meal preparation — the team’s care, ingredient freshness, and chefs’ skill — before the meal even begins.
III
Personalized Pairings
A ‘Seal of Harmonization’ — a chef’s favorite song or a curated wine pairing — adds a human element to the menu while driving additional sales.
IV
Merchandise & Packaging
Branded objects — apparel, cutlery, sustainable packaging — as brand extensions aligned with a premium positioning.
IMPACT
Positions the restaurant as a brand system, not a single printed menu: one language across table, phone, and object.
CASE STUDY 06
CLIENT
New York Bagel Bar
ROLE
Design Lead, Art Director
SCOPE
Package · Merchandise
LOCATION
Hamburg / remote
A pack system that reads in a stack: product first, craft second, New York as a quiet mark — reusable across bag, box, and merch.
TASK & APPROACH
Build one pack language that holds at point of sale and still works when the format changes.
I
Structured Visual Hierarchy
Immediate readability in retail contexts.
II
Minimal, Expressive Palette
Kraft paper paired with bold accents for a premium feel.
III
Cultural References
Subtle nods to New York’s urban character through icons and graphic motifs.
IV
Modular, Scalable System
Flexible layouts across packaging formats, supporting limited editions and seasonal variations.
IMPACT
DesignRush Best Packaging Designs. A modular pack language that can take seasonal and merch extensions without a new identity.
CASE STUDY 07
CLIENT
Oddyssey Manor & NYE
ROLE
Creative Consultant, Art Director
SCOPE
Key Art · Experiential Artwork · Motion
LOCATION
AREA15, Las Vegas
Two narrative environments inside AREA15: Oddyssey Manor, a cocktail theater, and Oddyssey NYE 2026. Same campus, two key-art systems.
THE TASK
Visual identity for Oddyssey Manor and Oddyssey NYE 2026: branding, key art, environmental graphics, and campaign assets.
I
Strategic Visual Worldbuilding
Myth and mystery for the Manor; a surreal ‘undersea odyssey’ for NYE — key art systems adapted across banners, social ads, posters, and wayfinding.
II
Integrated Design Execution
Visual systems extended into environmental graphics to unify the experience from arrival to activation.
III
Collaborative Creative Leadership
Worked with programmers, spatial designers, production, and marketing for seamless execution across touchpoints.
IMPACT
Two distinct narrative environments inside the AREA15 campus, with modular key art that can move from social to signage without mixing the two worlds.
APPENDIX
A broad, hands-on skill set that supports concept development, rapid prototyping, and cross-disciplinary collaboration — 3D sculpting and spatial visualization, editorial and layout, social content, motion-ready design, illustration.
ABOUT
Working across branding, campaigns, packaging, and digital design. I direct concept-driven work for brands and agencies — from first system through final assets.
Available for staff or freelance, Hamburg / remote EU. Fluent in English, Portuguese, Spanish — currently learning German.
TOOLS
Adobe Creative Cloud
Figma
DaVinci Resolve
Blender
Nomad Sculpt
Procreate
Generative image and video
DISCIPLINES
Art Direction
Visual Identity / Brand Guidelines
Editorial Design
Packaging
UI, UX Design
Generative systems
Social Media
EXPERIENCE
2024 — 2026
AREA15
Las Vegas, USA
Creative Consultant, Art Director
2017 — 2024
Digital Media Management
Los Angeles, USA
Lead Designer, Art Director
2016 — 2016
Five By Five
Los Angeles, USA
Art Director
2011 — 2016
Sony Music Entertainment
London / New York
Art Director
2008 — 2011
Volkswagen
São Paulo, Brazil
Art Director
2002 — Present
L’eight Company
Serving Worldwide
Art Director
EDUCATION
2015 — 2017
UCLA
Los Angeles, USA
Entertainment Studies
2002 — 2005
Universidade Santa Cecília
São Paulo, Brazil
Advertising and Marketing
RECOGNITION
2025
DesignRush Design Awards
Silver, Package Category
2022
Clio Entertainment
Gold
2019
Clio Entertainment
Bronze
2019
Communicator Awards, Academy of Interactive & Visual Arts
Gold
2019
Webby Awards
People’s Voice Winner
2019
Webby Awards
Winner
CLIENTS
REACH OUT
© 2026 Luiz F. Leite
Hamburg, Germany