Last Cloudia is a high-octane mobile RPG that blends cinematic storytelling with a modern twist on classic 16-bit pixel art. Developed by AIDIS, the game follows a sprawling conflict between humans and beasts, demanding a visual and brand identity that balances nostalgic charm with the technical needs of a contemporary live-service title.

Last Cloudia: US Market Launch

Team Lead in Launching the Game's Creative Ad Formats for the US Market

Outcome

Over 1 Million Downloads

Achieved in the first 90 days following initial launch in North America and global markets.

Extended Contract

Awarded a multi-phase contract extension to continue directing ongoing ad campaigns.

50+ AD Creatives

Launched across major platforms with weekly performance iterations and optimizations.

CHALLENGE

As Creative Lead, I directed the launch strategy for the US advertising campaign. My primary objective was to establish the core visual narrative and guide the design execution from initial concept through full-scale production.

I collaborated closely with the performance and sales teams to analyze product differentiators and define marketing goals, translating high-level business objectives into actionable visual concepts for our design team to execute.

STRATEGY

Nostalgic known brand and evoke the same emotion.

Popular characters and use similar looking ones.

showcase gameplay visuals that evoke classic RPG gameplay

I researched and reviewed the product's visuals, selecting key design concepts that evoke classic RPG nostalgia while resonating with our target audience.

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.

RESULTS

  • 1M+ Initial Downloads: Reached within the first few months of the North American release.

  • Sustained Scale: Built an adaptable creative foundation that supported expansion across iOS, Android, and Steam PC, scaling to 3 million downloads by 2021, 5 million by 2023, and ultimately surpassing 7 million global downloads.