Arizona Sunshine 2 Launch Event - Red Bull Gaming Sphere

Video game cover art for 'Arizona Sunshine II' showing a desert landscape with cacti, rocky formations, a power line, and a man with a dog near an abandoned vehicle with a zombie in the background.

Produced at PICO XR, in collaboration with VaynerMedia

To launch the highly anticipated VR game Arizona Sunshine 2, I developed and led the concept for an immersive brand experience at the Red Bull Gaming Sphere in London.

The event was designed to bring the post-apocalyptic world of Arizona Sunshine 2 to life for press, creators, and gaming fans. Attendees stepped into a curated environment that blended live experiences with in-headset gameplay, creating a seamless bridge between real-world atmosphere and virtual reality.

I partnered with VaynerMedia to bring the creative vision to life, ensuring that every touchpoint—from the event design to creator activations—reinforced PICO XR’s positioning as a key player in the VR gaming space. The launch generated excitement across media and social, driving awareness for both the game and PICO’s hardware ecosystem.

My role:

  • Concept development and creative direction

  • Event production oversight and partner collaboration (VaynerMedia, Red Bull Gaming Sphere)

  • Creator engagement and press integration

  • Ensuring alignment with PICO XR’s brand and business objectives

Impact:

  • Positioned PICO XR at the heart of VR gaming culture

  • Delivered high-impact coverage and creator content around launch

  • Built momentum for Arizona Sunshine 2 among UK & EU gaming audiences

Project Date: November 2023
Location: Red Bull Gaming Sphere, London

Group of six people, some with fake zombie makeup, smiling and posing for a photo in front of a blue and white backdrop at a Halloween or horror-themed event.
A display with a backdrop featuring multiple
A group of people dressed as zombies with makeup and costumes are posing for a photo in a dark, decorated setting. One person is kneeling in front, wearing a "Zombie Infection" shirt, while others are around a tree and camouflage netting, all with zo
A cardboard box designed to resemble a treasure chest, sitting on top of a dustbin with a clawed animal's paw holding the dustbin. The background has a reddish hue and some purple and blue lighting, indicating a club or bar setting.