Supercell Mobile Game Updates: Bringing New Hero Skins to Life

Making gamers care about new skins can be tricky. But when the hero looks amazing and the video tells a killer story? Well, that's when magic happens.

I led the creative strategy and scripting for Supercell’s global video campaign, producing 32 monthly 3D animated social media videos. Our goal: drive player retention and attract new users. I also handled client approvals and managed worldwide distribution to ensure everything landed perfectly.

The process started by diving deep into Supercell’s raw character assets—extracting the backstories and unique traits to fuel the narrative for each video. Working with a team of copywriters and designers, I wrote or closely guided the creative direction of distinct scripts, shaping the creative direction, messaging, and tone for each piece.

Coordination was key. I worked hand-in-hand with production and animation teams, ensuring the project stayed on budget, on time, and always delivered high-quality storytelling.

The results? Millions of views and engagements across the US alone. Our videos regularly landed in the top 5 of YouTube's gaming or trending charts, driving season pass adoption and in-app purchases along the way.

38 localized 3D animated campaigns
186M views and 4.7M+ engagements on platforms including YouTube, Instagram and TikTok