MILK
The Milk Cup 2025
We created the first all women Fortnight LAN — sponsored by Milk. The tournament culminated in a championship at LA Comic Con.
FOCUS FACE @ The Milk Cup
We created a focus game inside the competition’s footprint to show gamers that “Milk Can Help You Focus.” We leveraged Milk’s chocolate milk character, Meelo, and leaned hard into gamer culture to create fun prizes and limited edition swag.
Role: Senior Art Director
Agency: GALE
Focus Face Display in the queue
Focus Face Game User Journey
The top of the game is covered in a distracting pattern of false holes to further test players’ focus.
Prizes
Prizing Counter
Grand Prize — Custom Skinned PS5
Milk Twitch Emote Temporary Tattoos
Milk Cow Carton Plushy