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Bill Davis was appointed as the first creative director of Sierra On-Line in July 1989, influencing the company's approach to game design. Davis influenced Sierra's game design and contributed to setting new standards in the gaming industry, especially in the areas of game art and animation.

By the late 1980s, Sierra On-Line, led by Ken Williams, adopted emerging technologies such as CD-ROMs, sound cards, and VGA displays. These technologies allowed Sierra to elevate the theatrical quality of their games, making them more similar to animated or live-action films. Bill Davis, recruited from Hollywood, was brought in to adapt the company's creative approach and production techniques to these new capabilities.

During his tenure, Bill Davis introduced storyboarding — a method adapted from film production — into Sierra's game development process. This technique enhanced the planning and execution of game production, leading to more consistent and visually engaging games. It also facilitated the expansion of production teams without proportionately extending project timelines.

https://www.sierragamers.com/wp-content/uploads/2019/12/008_Sierra_News_Magazine_Volume_3_Number_2_Summer_1990.pdf

Davis introduced traditional media such as painting and sculpting into Sierra's game design, moving away from the prevalent low-resolution digital creation methods. Under Davis, artists drew backgrounds and animations by hand before scanning them into games, achieving sharper, more realistic visuals. Davis introduced advanced animation techniques, such as rotoscoping and squash and stretch, to improve the realism and expressiveness of character movements in Sierra’s games.

Davis also recognized the need for more structured management of art in game production. In response, he established the role of art director at Sierra to oversee and unify the visual components of games, which aimed to maintain a consistent style across various projects. Additionally, Davis responded to the increasing demands for high-quality animation by outsourcing animation work to international studios, a practice adapted from traditional animation that was relatively new to video games.

He advocated for maintaining a consistent art style across different Sierra game series, marking a shift from previous practices where each game might have a distinct visual style. This approach aimed to strengthen Sierra’s brand identity through visual cohesion. Davis also sought to match specific artistic styles with the themes of different games. For example, Davis explored using cubism for Leisure Suit Larry to match the game's quirky nature. He persuaded creator Al Lowe to adopt a cartoonish style for Larry, enhancing the game's wild visual humor.