Build, Oni Studios, BRIZZNEE

Oni Studios — ribbon cutting ceremony at the $10M HQ opening

When I joined in late 2020, SypherPK was already one of the biggest creators in gaming, a household name from the Fortnite boom, with more than 7 million Twitch followers and over 1 billion YouTube views. Behind the visibility, Oni operated like a family business: a small, tight-knit team without scalable systems.

As Oni's first in-person hire on a scrappy, early-stage team, my scope grew fast. What I built: creative operations infrastructure, expanded sponsorships and marketing, led brand strategy, and laid the foundation for what would become Oni Studios, a full-fledged media company built for scale.

I worked across creative, marketing, production, and operations to transform Oni from a creator-led brand into a 50+ person, multi-brand media agency. I led sponsorships, marketing, and creative operations while building the systems and workflows that connected every part of the organization.

The Challenge

Build an operational ecosystem that could sustain rapid growth without slowing creative momentum.

Oni's creative momentum was massive, spanning multiple platforms, sponsorships, and deliverables across YouTube, Twitch, and social, but the infrastructure wasn't keeping pace. Each department (video, partnerships, marketing) used different tools and workflows, with no unified system or standardized approval process. Leadership lacked a clear view of operations, making it difficult to optimize resources or scale sustainably.

Engagement Type

Cross-Team Workflow Design · High-Volume Content Production · Brand Campaigns & Partnerships

The Approach

System Architecture

I mapped how content moved from ideation to delivery and designed an Asana-based framework connecting every stage of production.

Built dedicated workspaces linking graphics, video, marketing, and partnerships for full visibility.
Automated task templates, approvals, and timelines to eliminate bottlenecks.
Created leadership dashboards for campaign health, workload, and deliverables in real time.
Developed integrated request systems for photo, video, and design assets linked to content calendars.

Process & Team Enablement

Introduced documentation standards, naming conventions, and creative brief templates.
Established recurring syncs to align leadership and creative teams.
Trained leads and new hires on workflow adoption, accountability, and transparent communication.
Created feedback loops to evolve systems alongside team needs.

Marketing & Campaign Strategy

Beyond systems, I led 50+ integrated campaigns, from sponsorship activations to influencer and brand launches, for partners including Paramount, ASUS, and Lenovo, spanning gaming, entertainment, and consumer tech. Outreach was powered by a 500+ creator and press network I built and managed across gaming, lifestyle, and entertainment verticals.

Directed visual identity, marketing strategy, and rollout across Oni's expanding ecosystem, including Metal Umbrella (a creator-led apparel brand with a PacSun retail collaboration), SuperJoy Studios (game development), and Oni's animation and creator incubations.
Managed creative direction for photoshoots, video production, social and email campaigns, and brand activations.
Developed Oni's B2B marketing initiatives, building relationships with major brands and executing multi-channel partnerships.

Campaign Work

Paramount Pictures

D&D: Honor Among Thieves

Produced an immersive pre-premiere event for 100+ gaming creators — live set design, cosplay fashion show, full A/V production, and SypherPK-anchored YouTube activation.

2M Impressions · 112 Posts

Lenovo Legion × Nahimic

#GameChanger

Sourced and managed 40 micro and macro gaming creators for a custom unboxing campaign. Won the Shorty Award Gold Honor for Best Unboxing Video.

1.4M Impressions · 150+ Posts · Shorty Award Gold

Metal Umbrella Collections campaign — streetwear editorial

Metal Umbrella × PacSun

Creator-Led Streetwear

Led brand strategy and full-cycle campaign execution across 6 collection drops — from set design and model direction to social rollout — culminating in a PacSun retail collaboration.

6 Collection Drops · PacSun Retail Collab · Full Brand Direction

The Impact

Scaled Oni Studios from a small, family-run operation to a 50+ person creative startup, spanning talent management, content production, and media operations.
Operationalized Oni's $10 million production facility, supporting in-house studio, photo, and content teams.
Launched new sub-brands including Metal Umbrella (PacSun retail collaboration), SuperJoy Studios, and Oni's internal animation studios and rental facilities.
Supported the launch and growth of emerging creators Reckz and Kamelhy, developing integrated marketing workflows across their teams.
Increased engagement and audience growth by 200–250% across platforms, managing hundreds of video, social, and design assets.
Reduced campaign turnaround time by ~30% through structured pipelines.
Won a Shorty Award for Best Unboxing Video (Lenovo Legion × Nahimic).
Built scalable workflow models later adopted by other Oni-affiliated creators.

Reflection

Oni Studios was where I learned how to scale creativity through systems, turning one creator's momentum into a repeatable operational model.

In any growth-minded startup, chaos and innovation are a given. But Oni proved that creative operations don't have to be chaotic: when structured right, they create clarity, autonomy, and room to build at scale.

It also planted the seed for my SPARK framework, a people-centered approach to designing systems that sustain creativity. What began as intuition here evolved into a repeatable model I now apply across every engagement.

Oni Studios creative team — Metal Umbrella launch day

Building the Backbone of a Creator-Led Media Business.