I knew little about G.I. Joe prior to joining Hasbro’s Actions Brands team in 2018. With over 50 years of established history, the task of reimagining the brand felt daunting. However, the deeper I dove into it, the more I began to unravel the awesome scope of this epic story.

At the core of this brand is a struggle between the dangerous Cobra organization and the righteous members of G.I. Joe, a group of ordinary people doing extraordinary things. This was the ethos used to guide our visual development, putting the incredible roster of characters front in center and head to head.