mobile game campaign - RuPaul’s Drag Race Match Queen
Background
East Side Games tasked me with developing two distinct creative directions for RuPaul’s Drag Race Match Queen — one centered around fashion and visual spectacle, and the other focused on rewards and progression-based gameplay. The concepts explored different motivational triggers through bold, high-energy hooks, exaggerated visual feedback, and stylized motion designed to stand out within the mobile gaming space.
In addition to concept development and storyboarding, my role included character rigging, animation, and motion design, with a focus on creating visually satisfying gameplay moments and more unexpected, personality-driven hooks that aligned with the tone of the Drag Race brand.
Crown explosion
Summary
Match rainbow tiles to fill a glittering crown. Once full, the crown bursts into an explosion of gems, glitter, and rewards.
Hypothesis
Visually satisfying, high-energy match moments keep players engaged and coming back formore, enhancing the game's addictive appeal.
VARIANTS
7s cutdown
Change hook to "Can you snatch that crown?"
Change background color to solid black to make the rainbow colors pop more
Storyboard
Videos
Variant A - Original
Variant B - 7s cut down
variant c - New hook
Variant d - Black background
Match for money
Summary
Matches charge up a golden briefcase. Each combo makes it shake, sparkle, and fill with flying cash until it bursts open to reveal dazzling rewards.
Hypothesis
Emphasizing challenge and visual progression builds momentum and satisfaction, motivating players to keep matching and reach the next big win.
VARIANTS
7s cutdown
Instead of a timer, show number of matches left with new hook "Ready to make it rain?"
Outfit change on character
