Machine Zone

Mobile Strike was the #1 top-grossing mobile game when I worked at Machine Zone. As the Creative Marketing Lead, I concepted, directed, and oversaw creation of commercials and digital ads. I would interpret campaign needs from the User Acquisitions team into a creative brief, and then supervise agencies or internal artists/animators on production of banners, paid social, videos, and more.

Mobile Strike Gameplay Commercial

Based on A/B testing and research, I discovered that commercials featuring actual gameplay had the highest conversion rates and directed this commercial which became our top-performing content (197M views on YouTube alone). We leveraged actual game 3D assets and created a narrative to build excitement true to game the game story.

Game of War youTube 360

To test and learn with new video ad technology at the time, we decided to build a custom 360 ad experience internally to see if customers would engage more with new the tech. Customers can click to drag and move around the scene.

Mobile Strike Video

I directed this paid media video ad, supervising creation from briefing to script writing, storyboards, and final animations.

App Store Content

I was responsible for leading A/B testing and finding the best performing design and copy for our app store marketing. I would write briefs for our designers and provide design feedback, and then test. We found that showing in-game UI designs performed the best in terms of conversion.

Paid media: Digital Banner Ads

I was in charge of analyzing ad performance and competitors, coming up with concepts/briefs for our internal designers, and providing them with design feedback.