Cube Controls
Art Direction - Packaging
I joined Cube Controls in 2020 just as the company was about to become a major player in the sim racing industry. Mentored by Lead Designer Massimo Cubeddu, I had the incredible opportunity to collaborate with Mercedes-AMG on the first officially licensed sim racing product they ever created.
Drawing on my growing experience, I took the lead on events and product launches, including the highly successful launch of the Cube Controls x Mercedes-AMG GT Edition sim wheel. I crafted a compelling storyboard that captured the story behind the project, working closely with our talented video producer – Ena Kurtacig Granulo, who masterfully brought our vision to life, translating every detail of the storyboard into reality. The resulting campaign generated explosive social media engagement, garnering over 1 million views and earning shares from the official Mercedes-AMG channels.
Beyond the marketing campaign, I also took on the challenge of designing special packaging for the steering wheel that would honor both the Cube Controls and Mercedes-AMG brands without compromising either identity. This wasn’t just packaging—it was a design statement that needed to reflect the premium nature of this groundbreaking collaboration.
Working with the expert team at sagomato.com, I directed the development of this project from concept to completion. Their Italian craftsmanship and attention to detail brought my vision to life, creating what became more than simple packaging—it was an integral part of the product experience that perfectly balanced both brand personalities.
