Creator portfolios

PurpleWren (Elaine West) is the Chief Creative Officer and Art Director for hyLite studios.  A pioneering VR developer, creative designer, and immersive storyteller who has helped pave the way for VR art and interactive experiences. As an early innovator in virtual storytelling, she pushes the boundaries of immersive media.

A Legacy MHCP member, PurpleWren contributed to Meta’s Creator Program, shaping VR game mechanics and player engagement strategies. She designs captivating interactive worlds, refining gameplay and retention mechanics to enhance player immersion.

With over 20 years in advertising and media, PurpleWren has led high-volume publishing operations, directing and printing thousands of newsprint issues while overseeing layout design, production, and audience engagement. Her expertise in branding, marketing, and interactive design strengthens her ability to craft compelling digital experiences.

Recently, she and her teammate won Meta's Horizon Worlds Mobile Game Loop Competition for Best Use of Focused Interaction, showcasing her ability to create intuitive game loops. She also collaborated with Meta’s Women+ Belonging Co-Design program, focusing on making the metaverse a better place. She continues to shape the future of VR and interactive media, pioneering new ways for audiences to engage with immersive storytelling.

Matthew Udy is the Chief Operating Officer and Executive Producer at hyLite studios. A seasoned creative director and game producer, he is known for crafting standout VR experiences in Horizon Worlds, including City Drift Racing, Tower Zen, and Chaos City Legends. His work spans both original creations and high-impact branded projects, such as The Wendyverse (Wendy’s), Chesterville (Cheetos), Regal Boxing, Goth Target, and The Soapstone.

Matthew has led end-to-end development on immersive worlds that blend narrative, interaction, and social engagement. With a deep understanding of virtual world-building and a strong background in design and production, he brings strategic leadership and creative excellence to hyLite’s growing portfolio.

XandriaHeart (Alexandria Cuellar) is a Project Manager with a background in software development and technical project delivery. She worked with hyLite Studios on metaMates, helping coordinate a multidisciplinary team and manage requirements, priorities, roadmaps, dependencies, QA, and delivery.

Alexandria has experience in software and web development, including web applications, APIs, integrations, publishing platforms, data, and other digital systems. More recently, she has applied that technical foundation to project leadership across web, mobile, XR, and UGC game projects, working with developers, artists, designers, creators, and other stakeholders throughout development.

In addition to her work with hyLite Studios, Alexandria has managed project delivery for immersive and interactive experiences with Flip Key Studios, Nspire Create Labs, and The Soapstone Comedy Club. Across these projects, she has coordinated cross-functional teams, development roadmaps, release cycles, QA, and LiveOps while navigating creative and technical requirements.

As a Horizon creator, Alexandria has also developed her own experiences and experimental projects. Her work includes La Plaza Latina/Hispana and Charlas en el Patio - Latino Hispanic Heritage Month, which highlight Latino and Hispanic creators and culture, as well as Thread & Steel Apparel and Tiny House, where she experimented with Blender, public assets, and world building. She is continuing to explore game development with upcoming projects including Witchy Cafe: Merge, Match & Brew and Gem Heist Caper.

Alexandria earned a Mixed Reality (XR) Certificate from SUNY Westchester Community College in 2024 and continues to explore emerging technologies and their applications. She is also active in the technology and creator community, contributing as a mentor and judge at events including MIT Reality Hack and the Games for Change Student Challenge.