RuPaul’s Drag Race Match Queen - mobile game campaign
Challenge
East Side Games challenged our team to develop 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 goal was to test different motivational triggers while creating high-energy creative that stood out in the competitive mobile gaming space.
I developed the creative concepts, storyboarded multiple creative directions, and defined the hooks, pacing, and overall creative execution for each ad. I then brought each concept to life through character rigging, animation, motion design, and video editing, collaborating with a copywriter to refine the final messaging.
My Role: Creative Direction • Concept Development • Storyboarding • Character Rigging • Character Animation • Motion Design • Video Editing
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
