to shoulder more production-focused work in opposition to his creative focus, and the staff buildup in Levine's estimation "shattered" the company culture in the process. "Managing 30 or 40 people where you know everybody's name is a very different process than managing 150 people. You walk by people in the studio and you don't know who they are," he recalled. Irrational worked in secrecy on Infinite for two-and-a-half years prior to its announcement, teasing the game with the moniker "Project Icarus". The game was announced at a press event on August 12, 2010 in New York City, where journalists were shown a teaser trailer and Levine outlined the basic story of the game; these were followed by several demos and showcases of the game at events in 2011. The 2011 Electronic Entertainment Expo demo was intended to communicate what kind of game Infinite would be not only to players, but also to the staff itself. While the demo was highly praised, it was also not an indicator of the game's current state; the demo was carefully rehearsed and encounters heavily scripted, as the game's artificial intelligence (AI) was not in a functional state.<ref name="kotaku_2016-06-10">{{cite web|last=Klepek|first=Patrick|date=June 10, 2016|url=https://kotaku.com/the-real-stories-behind-e3-s-glossy-game-demos-1710169104|title=The Real Stories Behind E3s Glossy Game Demos|website=Kotaku|access-date=January 23, 2023|archive-date=January 23, 2023|archive-url=https://web.archive.org/web/20230123152903/https://kotaku.com/the-real-stories-behind-e3-s-glossy-game-demos-1710169104|url-status=live}}</ref> The game was still undergoing a troubled development. While the big picture elements of the story were now locked, Levine continued to make changes to large parts of the game at a whim. Despite the expanding cost of development and additional staff, the game was not getting closer to completion. Within Irrational, there was concern that the game would never be finished. The game's ship date repeatedly slipped and staff left the company. Jordan Thomas, a former BioShock level designer who had been creative director for BioShock 2, was hired in January 2012 to get the project back on track. Levine and Thomas created a roadmap for the game, deciding on cuts to reduce the scope of remaining work; this included the entirety of the multiplayer feature, with the staff reallocated to the single-player portion of the game. Thomas was followed in March 2012 by game producer Don Roy. Experienced with closing out games at publishers like Sony and Microsoft, Roy said that there was no playable game available for him to try when he asked. Roy created a new workflow to bring order to Infinites disorganized and inefficient project management. Irrational