Overview

In collaboration with CRAFTSMAN+, I led Creative Direction and Content Strategy for Catan: World Explorers, a mobile AR game from Niantic Labs. The engagement ran 6 months, producing 5 creative concepts per month across static, video, and app store formats, with monthly deliverables ranging from 60 to 80+ assets including resizes and variants.

My Role

I oversaw creative direction and content strategy targeting strategy-based mobile gaming audiences, and concepted, storyboarded, and produced select UA video creatives.

Approach

Each month’s creatives were measured and used to inform the next month’s strategy — a performance-feedback loop built into the production model from the start.

Results

Retention rates reached as high as 30.91% (Global Adventure Video) on Facebook and 25.41% (Explore Your World Static) on Google.

Select Video Creative

I concepted, storyboarded, and produced these User Acquisition videos for Catan: World Explorer.

Full Case Study

See the full case study for more details and creative examples in the PDF below.