| Client | WB Games |
| Produced via | CRAFTSMAN+ |
| Engagement | 6-month retainer (Feb–Jul 2022) |
| Role | Creative Direction · Motion Design · UA Strategy |
| Formats | Video + static, paid social |
| Channels | Facebook, Instagram, TikTok, Snapchat |
Game of Thrones: Conquest is WB Games’ flagship mobile title: empire building, army command, dragon mechanics, and online warfare across the Seven Kingdoms. Six months of monthly UA creative, each wave testing several distinct concepts against each other in market.
Select video creative
Four concepts, each cut to 10s, 15s, and 30s and delivered in 1:1, 9:16, and 16:9. That’s 36 video assets in total. A shared device runs through all four, an in-game UI card floating in front of a phone, driven by a gauntleted-hand cursor, set against a Westeros environment.
Dragon Features
Opens tight on dragon scale in firelight under a “Train Your Dragon” title, then moves through the dragon progression systems.
Dragon Progression Concept
Shows what players can unlock and master as their dragon develops: customization, abilities, and progression over time.
Strategizing
Built around the game’s core choice: attack or defend. This cut follows the attack path, with scenes progressing through a strategy to take an opposing keep.
CG Game Footage
Opens on game cinematic, then cuts into gameplay, switching back and forth between the two throughout.
Select static creative
Eight concepts from the July 2022 wave, each delivered in five sizes (1200×1500, 1200×1200, 1080×1350, 1080×1080, 1200×628). Shown here at 1080×1080.
Collect Your Heroes: Jon Snow, Hodor, and Cersei as collectible hero cards, licensed stills composited into in-game card frames over the world map. 
Claim Your Kingdom: live gameplay held in-hand against a CG knight on the Iron Throne, real product next to franchise atmosphere. 
King’s Landing Conquered: a split victory/defeat reaction shot, fireworks over a conquered King’s Landing. Social proof as the hook. 
Form Your Allegiance: the alliance system shown as a hierarchy of banners and portraits, with the player at the top. 
Fire When Ready: dragon POV over King’s Landing, framed between spined wings. Pure spectacle, no UI. 
Make Your Move: Cersei and Daenerys facing off across a war map of house sigil pieces. The rivalry as the game’s core loop. 
How Will You Rule Your Kingdom?: a glowing keep and three branching build choices, side by side. 
Explore With Your Dragon: a dragon in flight over the world map at golden hour, selling scale and freedom.
My role
Creative direction, motion design, and campaign strategy across the full six-month engagement.
- Set the creative direction for each monthly wave and defined the concept territories under test
- Designed and animated static and video creative across every paid social placement
- Adapted each concept across durations and aspect ratios for placement coverage
- Adjusted the following month’s creative strategy against performance insights returned by the client
Approach
The program ran in monthly waves. Each wave shipped several distinct concepts, testing which creative argument for the game actually moved players.
Across the engagement, the static work resolved into five creative territories, each making a different case for the download:
1 · IP and character. Franchise recognition: licensed HBO stills composited into hero card frames, Cersei and Daenerys staged over a war map.
2 · Gameplay and UI. The actual product: device-framed footage and interface panels, betting that authentic gameplay outperforms fantasy for high-intent players.
3 · Player reaction and social proof. The human response: victory/defeat reactions and delighted-player framing, borrowing the language of organic social.
4 · Dragon fantasy and world. The aspirational register: dragon POV over King’s Landing, flight over the world map at golden hour. Pure spectacle, no UI.
5 · Systems and meta. The strategist’s appeal: allegiance hierarchies and branching build choices, aimed at players who want to see the depth before installing.
Running these territories concurrently, month over month, is what makes the test meaningful. Each wave returns a read on which kind of appeal is landing, and the next wave doubles down or moves on.
Scope and delivery
- 20 static concepts across two monthly waves, each built out to five placement sizes
- 4 video concepts, each cut to three durations and three aspect ratios: 36 video deliverables
- 4 paid social channels: Facebook, Instagram, TikTok, Snapchat
- Monthly cadence held for six months, with creative direction reset each wave against client performance feedback
Results
The engagement ended before the program ran its full course, and final campaign performance data was not returned by the client. I’m not able to publish install or retention numbers for this project.
Six months of monthly output shipped on a flagship licensed title, with real creative range tested each wave and direction adjusted against whatever performance insight the client returned.
What this proves
Sustained UA programs need two things that pull against each other: the discipline to hold a monthly cadence, and the flexibility to actually change direction when the data says to. Holding both, on a licensed flagship title, across five creative territories and four channels, is what this project shows.