Summary
CRAFTSMAN+ teamed with the Marketing team at Niantic Labs for Catan: World Explorers at Niantic Labs Inc. to create a set amount of static, video, and app store creatives that helped market and build awareness of the game.
Scope of Work
- Creative Strategy
- Art Direction
- 2D and 3D Animation
- Sound Design
- Playable Ads
The Client
Niantic is the world’s leading augmented reality company, initially focusing on augmented reality games. The game leading their name is Pokémon Go, with over 827,000 daily active users (DAU) via iPhone.
I oversaw the Creative Direction and Content Strategy to target strategy-based players in the mobile gaming space. I also helped with various 2D and 3D motion design projects depending on available designers for the month.
The Objective
Niantic approached CRAFTSMAN+ to help develop creative strategies to launch their upcoming game, Catan: World Explorer.
The Solution
CRAFTSMAN+ developed 5 creatives per month over the course of 6 months. The creatives varied between static and videos depending on the need for that month. The goal of each month was to measure the results of those creatives. Once measured, we took those findings to develop the creative strategy for the creatives for the following month.
The Results
CRAFTSMAN+ produced a high volume of creatives that met retention goals as high as 30.91% (Global Adventure Video) for Facebook and 25.41% (Explore Your World Static) for Google.
Select Video Creative
I concepted, storyboarded, and produced these User Acquisition videos for Catan: World Explorer.
Dice Toss Playable
I concepted and storyboarded out this playable and oversaw the execution of it when it went to be developed in coding.
Full Case Study
See the Full Case Study for more details and creative examples in the PDF below.