SEGA · 2021
PSO2: New Genesis × ZUTOMAYO
Creative Director · Japan / Global
A culture-led music collaboration that pulled new players into an online RPG emotionally, not mechanically. New sign-ups +~30%.
Problem
PSO2: NGS needed momentum beyond core RPG fans, and feature-led game marketing wasn't reaching culturally adjacent audiences.
Solution
A full collaboration with ZUTOMAYO: music, visuals, and in-game elements fused into one shared worldview across film, social, and live game experiences, native to both the artist and the game universe.
Results
Millions of participants globally and roughly +30% new sign-ups; the game repositioned as a culturally fluent platform, not just an RPG.
01: Anthem film
ZUTOMAYO's world fused with the game's.
02: TikTok campaign
The collaboration living platform-natively.
