SCUF Instinct Instant Bumpers

When SCUF Instinct was launched, it was filled with product innovation inspired by SCUF customer feedback. In 2024, following suit to listen to customer needs, SCUF updated its controller customization options to include "Instant Bumpers" on the SCUF Instinct controller.

To announce the new feature, I was tasked with designing the Social Media Paid Ads. My approach was to create a series of assets that were different yet told the same story of SCUF's innovation, the benefit "Milliseconds Matter", and the headline for the competitive gamer "Ready, Set Click". I decided on the look & feel — choosing graphic elements like a grid and diagonal lines inspired by game development code. I directed our 3D artist to create three distinct angles of the controller, all showcasing the bumpers as the main feature.

I executed the graphic design — typographical configurations, graphic elements and added blur to the renderings to enhance the depth of field via photo editing to create a three-dimensional space beyond what the rendering itself had. I reviewed the work with my then Creative Manager (ACD), Greg Chandler, and enhanced it when he recommended I use 3D HUD graphics inspired by video game UI, vs keeping the flat "HUD" like elements that I originally had — lifting the spatial design even more.

My Role:

  • Art Direction

  • 3D Artist Direction

  • Graphic Design

Sr. Design Manager: Greg Chandler
3D Artist: Bobby Emrick