UGC-style ads scripted for each game's target demographic and produced using AI.
Candy Crush's core audience watches a lot of cleaning and satisfying content, so I built this UGC around that insight. It was one of the earliest AI UGC pieces made for the team, but it still felt natural enough to drive strong impressions and installs, with conversion that held up well.
Built for a 50s to 60s female audience after benchmarking competitor creative. The AI-generated segments were shot on green screen, then composited with real gameplay. The targeting worked well with that demographic.
Paired a humorous script with a short intro and gameplay edit. The script leaned on an everyday pain point the audience would recognize, which brought CPI down compared to the previous test.
A first-person hatching sequence with a humorous script, aimed at Gen Z in the US. Game assets were limited at the time, so AI was used to generate the visuals, with voiceover added to boost appeal. The loop follows: hatching from the egg, getting attacked by a crow, becoming a worm, becoming an eagle, fighting back, then gliding off (with a level indicator overhead), before the loop repeats.