Creative Direction for Transformers: Heavy Metal AR Game

In collaboration with CRAFTSMAN+, I led Creative Direction and Content Strategy for Transformers: Heavy Metal, a mobile AR game developed by Niantic Labs. The engagement ran for 6 months, producing 5 creatives per month across static, video, and app store formats.

I oversaw creative direction and content strategy, targeting strategy-based players in the mobile gaming space. I also concepted, storyboarded, and produced select UA video creatives across 2D and 3D motion design.

Each month’s creatives were built, measured, and iterated. Results from one month directly informed the creative strategy for the next — a performance-first production model that kept the work aligned with campaign goals throughout the engagement.

Deliverables included: creative strategy, art direction, 2D and 3D animation, sound design, and playable ads.

I concepted, storyboarded, and produced this User Acquisition video for Transformers: Heavy Metal.

See the full case study for more details and creative examples in the PDF below.