Art Director, UA Creative
Sep 2019 - Present
I develop UA creative strategies and manage creative testing pipelines for all games. I lead internal and external artists to produce a wide variety of data-driven creative ads, including 2D and 3D gameplay videos, live action, AR filters, banners, and playables. I reduced external creative costs by more than $500,000 per year by building a low cost, high performance network of freelancers and agencies around the world. This helped increase average monthly ad creative output by 563%. I also manage the department's budget including accruals, forecasts, and contract negotiations. I've supported the launch of Shop Titans on Steam, Disney Mirrorverse, and Marvel Realm of Champions.
Launching Shop Titans On Steam
In May 2020, Kabam launched their hit mobile game Shop Titans on the PC storefront Steam. Throughout April and May my team was tasked with preparing creative assets for the store page. Knowing that PC gamers are often resistant to mobile ports it was crucial that we created a distinct visual experience for the PC storefront without completely deviating from the Shop Titans brand. Our solution was to focus on high quality artwork and visuals, utilizing illustrated artwork and color palettes not seen on the mobile storefronts, even including concept art.

Launch trailer:

We also produced several 3D animated trailers during and after the Steam launch, knowing that PC gamers were accustomed to high quality 3D promo assets. We later repurposed these assets for our mobile campaigns and found they were quite successful there.

Part of our Steam launch support included creating the Steam Trading Cards for Shop Titans. We took advantage of this opportunity to leverage unique assets that we otherwise wouldn't be able to display, specifically concept character art in a style quite different from the game. Knowing that our mobile game community would be a large initial audience for the Steam port, we had hoped they would appreciate this special artwork.

Experimenting with AR
I always encourage my team to pursue innovation and think outside-the-box. One example of this was our exploration into AR filters. Working with Shop Titans assets, my team developed several AR filters for both Instagram and Snapchat. In an attempt to iterate on our successful selfie ads, we produced several ads with actors utilizing the AR filters. Below is a playlist of examples.

Rejuvenating Marvel Creative
When I joined Kabam, Marvel Contest of Champions was approaching its 5 year anniversary. Its best performing ad was nearly 2 years old. I was tasked with improving performance and scale through creative innovation. The first tactic I employed was producing radically fresh content. The ads in use at the time consisted of evergreen gameplay. To counter this we developed short-form live action concepts, partnered with an external agency to shoot them, then finalized edits in house. I oversaw the full production process including on-set supervision.

Since live action is far more difficult to iterate on compared to a standard gameplay ad, we had to get creative. In this example, we married our best performing live action ad with our best performing gameplay ad. The result was outstanding, reaching 4%+ CTR and outperforming its source ads' CPIs and install rates.