CANDY CRUSH

Client ︎︎︎ King Games
Role ︎︎︎ Brand guardian, QC & sign off, Art Direction, Motion design,
3D design, AR design & build

Working on the Candy Crush account as both brand guardian and hands-on creative was a great experience. As brand guardian, I was responsible for QC’ing the UK and US design teams’ work, making sure every asset - across Instagram, TikTok, Facebook and paid - stayed true to the brand’s guidelines, tone and personality.

Our workflow was tight and smooth. We had a clear project-management process in place, which meant assets moved cleanly from concept to design to QC with very little friction. Every two weeks, both teams came together for brainstorming sessions, reviewing performance, sharing references, and building out ideas that could tap into upcoming trends & cultural moments.

The account itself lived right on the edge of social culture - meme-heavy, pop-culture reactive, and quick to jump on what people were talking about online. Part of my role was helping the team stay consistent while still moving fast and experimenting.

A lot of the new creative directions we explored came from my own curiosity and experience with emerging tools. I’m always testing new workflows - whether it’s 3D, AI or AR - and I’d regularly bring prototypes or small experiments to the team. That curiosity opened the door for us to pitch fresh ideas to the client, which led to greenlights on things like 3D animations, AI-driven concepts and playful AR campaigns. All new territory for the Candy Crush social team, and a chance to push the brand into fun, unexpected spaces.