REL Hunt

REL is a Senior Director of Global Creative at 2K, focused on creative development for a new game IP. With over a decade of experience, REL leads multidisciplinary teams and builds player-first creative at the intersection of games, entertainment, and visual media. Past work includes campaigns for League of Legends, VALORANT, and the Emmy-winning Netflix series Arcane. She is perpetually fixated on crafting creative strategies that take a game beyond its IP and evolve it into a fandom.

Beyond the Box: How Creative Directors Balance Brand, Players, and Strategy for Impactful Storytelling

For most creative campaigns, creative directors and strategists are responsible for balancing brand, player expectations, and vision while supporting internal partner teams and engaging external audiences - without compromising the game. How does one create work that supports the integrity of the game and its long-term connection with players, while also having a lasting creative impact? How can creative directors be expressive while staying true to the brand?

This roundtable, moderated by REL Hunt (2K), will explore insights into the collaborative process between creative directors/strategists and developers. Attendees will explore how these roles help set the tone for creative campaigns in gaming by aligning narrative framing, marketing strategy, and community trust.