mobile fiction × performance creative.

the brief

A mobile gaming startup built an interactive fiction app covering eight distinct story genres, each with original characters and a branching narrative players shape through their choices. They needed a creative partner who could build and run a full production pipeline, not just deliver one-off assets.

the challenge: one system, eight voices.

With eight active story worlds, each needing its own creative tone, the brief demanded a production system rather than a series of individual jobs. Romance creative needed warmth and tension. Horror needed dread. Comedy needed timing. Each asset also had to work across multiple aspect ratios simultaneously, which meant designing at a format-neutral starting point before adapting to 1:1, 4:5, 9:16, and landscape cuts for every platform.

The messaging had to be built around what made the app genuinely different: no gems, no energy meters, no locked choices. Every decision a player makes is free. That constraint became the creative anchor, and it runs through every piece of copy and every hook the campaign uses.

the production: ai-powered, character-first.

The pipeline runs on AI generation at its core: character-driven key art, cinematic motion, voiceover with emotional direction, and final assembly delivered at full monthly cadence. Video ads, static ads, and organic social posts ship in every format the campaign needs, built around each story's characters and the specific emotional hook most likely to make someone stop scrolling and start reading.

The engagement is ongoing. Across the first six weeks of organic social activity alone, the campaign reached 620,000 combined views across Facebook, Instagram, TikTok, and YouTube. TikTok drove the largest share of visibility, with individual content days reaching 35,000 views. The clearest creative pattern: story-led hooks built around a specific character, conflict, or choice consistently outperform broad brand messaging.

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