At its core, Mass Effect is a story about the choices you make and the relationships you build with your squadmates.
It’s about Your Shepard.
To support this campaign narrative, I partnered with our development team, marketing and world class vendors, and led the creation and deployment of a web experiential that would allow fans to celebrate the launch of the game by creating their own version of the key art, comprised of the characters they care most about, and framed by the morality choices they made throughout the games.
