Last Cloudia: US Market Launch
Team Lead in Launching the Game's Creative Ad Formats for the US Market
IMPACT
OVERVIEW
In preparation for the game's concurrent global release, I developed and executed a targeted ad campaign to drive player acquisition at launch.
Worked directly with the Japanese Creative Director to adapt the game's core art for Western audiences, translating core IP visual assets into high-converting performance ads tailored for North American and Western JRPG audiences.
Over 1 Million Downloads
Achieved in the first 90 days following initial launch globally.
Extended Contract
Awarded a multi-phase contract extension to direct ongoing creative ad operations and quarterly campaign refreshes.
50+ AD Creatives
Scaled ad production across major networks (Meta, Google, Unity) with weekly performance iterations and rapid A/B testing.
CHALLENGE
Directly releasing a major Japanese IP into Western markets presented a core friction: balancing strict brand and artwork guidelines from the Japanese studio while adapting visual messaging to resonate with North American mobile gamers. My challenge was to establish a localized creative testing framework that drove high user acquisition (UA) without compromising the game’s cinematic JRPG identity.
STRATEGY
To maximize UA conversion velocity under strict launch timelines, I audited the game’s core asset library and established three high-converting creative testing pillars:
Iconic Archetype Spotlights: Framed recognizable fantasy character tropes against minimal, high-contrast visual backdrops to maximize immediate visual stopping power in mobile feeds.
Nostalgia & Legacy Anchors: Paired high-octane 16-bit pixel art highlights with retro JRPG visual cues, appealing directly to classic console and RPG enthusiasts in Western markets.
High-Tempo Gameplay Hooks: Designed dynamic, action-focused video ad templates highlighting real-time combat mechanics, boss encounters, and special moves within the first 3 seconds.
Inspirational Category Highlights
EXECUTION
I began with a deep product analysis to identify key player hooks and define target campaign angles. To maximize reach and testing speed, I analyzed the art, character designs, gameplay, and narrative, then tailored the campaign around them.
Video
RESULTS
The North American launch campaign generated immediate market traction, surpassing 1 million downloads and acquiring over 200,000 active users in the initial launch phase. By establishing a scalable visual ad framework and proving high conversion across localized static and video formats, the initial campaign success secured a multi-quarter contract extension to direct ongoing performance creative optimization.