Summary
CRAFTSMAN+ teamed with the Marketing team at Niantic Labs for Transformers: Heavy Metal 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, Transformers: Heavy Metal.
The Solution
CRAFTSMAN+ developed 5 creatives per month over 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.
Select Video Creative
I concepted, storyboarded, and produced this User Acquisition video for Transformers: Heavy Metal.
Full Case Study
See the Full Case Study for more details and creative examples in the PDF below.