The Challenge:
Minecraft is arguably the biggest sandbox game in the world, but with Minecraft Legends, Xbox and Mojang were introducing a totally new spin-off: an action-strategy game. The challenge was to pivot player expectations. We needed to respect the core DNA of a beloved, decade-old blocky world while clearly communicating an entirely new style of tactical, story-driven gameplay, making it accessible to strategy newcomers and deeply exciting for hardcore fans.
The Solution:
As joint Creative Lead, I co-steered the global marketing campaign from concept to launch. We anchored our strategy in a compelling narrative: "Save the Overworld." Directing the creative execution of the cinematic trailers, crafting a story where players weren't just building, but leading armies against a piglin invasion.
We extended this vision across a massive global marketing ecosystem, ensuring that every key art asset, social piece, and gameplay breakdown felt like an epic, high-stakes invitation to a brand-new adventure.
The Impact:
The campaign successfully rallied the community around a new genre and generated massive day-one momentum.
3M+ Players:The game captured the global gaming community's attention, crossing the 3 million player milestone within just 14 days of launch.I'm always open to new challenges, let's connect and talk about your next project.
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