THE CHALLENGE
DuskBreakers, a brand-new game IP, had to quickly attract and cultivate a dedicated fanbase from scratch.
THE INSIGHT
Fans thrive on storytelling, community, and early involvement.
Give players ownership, and they’ll amplify your story
THE IDEA
Build a vibrant community-first launch, empowering early fans to shape DuskBreakers’ universe.
THE EXECUTION
Build a website aimed at onboarding new players.
Design the key-art that inspires engagement,
Produce in-game cinematics that work as world-building teasers.
Engage influencers and creators early with exclusive story reveals.
Create interactive storytelling campaigns inviting player input.
Develop community-centric events on social and streaming platforms.
MY ROLE
Creative and strategic brand leadership:
I developed the brand, tagline, copy library, brand guidelines, website design, and marketing strategies. I also wrote, storyboarded, and directed the opening cinematic, content update trailers, multiple cutscenes, and art directed the key-art. I also developed social strategies and content and managed the Social channels during the launch window.
Rapid, organic community growth (followers +4,867%)
High engagement across socials and Twitch (engagement +436%)
Strong initial game adoption and ongoing fandom
Content update trailer (final update for the current campaign)
This is a cutscene in DuskBreakers that happens after you defeat a mini-boss. I worked with the animation and rendering team to refine the pacing and elevate the tension for the player.
The results of my 3 month stint overseeing our X/Twitter account during the DuskBreakers launch with no paid placement - just engaging content and speedrun contests.
Content developed for social media engagement. Wrote script and oversaw art direction.
Content developed for social media engagement. Oversaw script and art direction.
Below are some fun DuskBreaker takes on everyone's favorite memes. I led the initiative and art direction to build a library of memes used as platform emotes, responses to social content, and easy announcement graphics.
Early animatic for the opening sequence. I wrote the script, art directed the storyboard, and edited the animatic.
