PUBG

Project: PUBG Client: PUBG Agency: 160over90

Executive Creative Director / Creative Director: Karim Youssef Campaign Strategy: Karim Youssef Product Strategy: Karim Youssef Art Direction: Karim Youssef Creative Technology: Karim Youssef

The work translated competitive tension and survival energy into social-forward assets designed for a fast-moving fan base.

160over90 anchored the agency side, turning the client brief into a focused creative direction and production plan.

On PUBG, Karim Youssef's involvement centered on experience architecture: giving the idea a clear path, a readable interface logic, and enough craft for the audience to move through it without friction.

The work had to move cleanly through digital and social channels, where the idea has to land fast but still feel considered, designed, and finished.

The result is a focused creative piece with a clear idea, a disciplined visual system, and enough craft to hold attention past the first look.

A lot of the work lives in the decisions you do not notice first: the hierarchy, the path through the experience, the timing of feedback, and the way the interface makes the idea feel easy to enter.

The media is placed as part of the read, not as an afterthought: finished work first, then the details that explain the choices behind it.