• Client: Lion Studios

• Game: Hooked Inc

• Creative tools used: Photoshop, After Effects, AI

• My Role: End-to-End Production, Creative Campaign Manager, & Art Director

The above videos were created by me.

I was the campaign manager for Hooked Inc., responsible for both creating high-level marketing materials and art directing a third-party vendor to produce a steady volume of assets that met the game’s marketing needs. Leveraging internal data and performance metrics, I made data-driven decisions to refine the creative direction, ensuring each campaign iteration was optimized for engagement. Additionally, I conducted ongoing market research, staying ahead of trends to incorporate effective creative strategies.

With the vendors, I took on a hands-on creative director role, providing storyboards, scripts, and visual mocks to guide production. I frequently reviewed their work, offering daily feedback, paint-overs, and direction to maintain quality and consistency. By working closely with my art director for approvals, I ensured that every asset aligned with our vision while driving the strategic and creative direction independently.

This collaboration streamlined our creative pipeline, allowing us to produce high-performing video ads that resonated with players and drove strong install rates. Hooked Inc. is a popular mobile game with over 10 million downloads, a 4.5-star rating, and 1.49 million reviews, underscoring the impact of our marketing efforts.