Candy Crush

The Brief Candy Crush requested concepts to engage their younger audience on Snapchat that went beyond just showing gameplay footage. The objective was to develop a creative approach that would capture attention in a market where similar game ads are easily skipped.

The "Why" / Creative Insight In a sea of identical gameplay ads, the only way to win is to refuse to play the same game. A captivating story will always beat a repetitive demo.

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Strategic Direction My strategy was to use trend-inspired storytelling to hook the audience before revealing any gameplay. This narrative-first approach created a powerful sense of intrigue that made the ads stand out from the competition. I led the casting process to find the perfect talent and then managed the entire production lifecycle from start to finish.

Results This campaign was armed with video ads that were specifically designed to boost engagement and drive app downloads by prioritizing a compelling, thumb-stopping narrative over predictable gameplay.

My Role Creative Lead, Art Director, Copywriter

Producer Isabella Sanders