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 & Creative Direction

Team Lead in Launching the games creative ad for the US market

Outcome

Over 1 Millions Download

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.

EXECUTION

Our process began with deep product analysis to identify key player hooks and define target campaign angles. To maximize reach and testing speed, we split the creative pipeline into two parallel streams:

  1. Localization & Adaptation: Tailoring established Japanese assets to resonate with Western gaming audiences.

  2. Sub-Genre Diversification: Developing bespoke visual concepts aimed at broader RPG and gaming sub-genres to expand audience reach and lower acquisition costs.

A/B TESTING

Following initial launch, we implemented a weekly performance feedback loop. By analyzing early conversion metrics, we isolated top-performing concepts and executed iterative A/B tests—adjusting key variables like CTA placement, visual hooks, and focal artwork.

During campaign analysis, we identified strong crossover appeal with physical collectible card game communities. This insight led us to conduct qualitative user interviews, directly informing our messaging and visual design strategy for subsequent ad cycles.

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.