• Client: Samfinaco

• Game: Funky Bay: Farm Adventure game

• My Role: Art Director and Creative Campaign Manager

• Designer: HPL Outsource Agency

• Art Director: Justin Dong

I was the campaign manager for Funky Bay, 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. Funky Bay is a popular mobile game with over 10 million downloads and a 4.1-star rating, underscoring the impact of our marketing efforts.