To make the puzzle game Boom Beach worth people's precious time, we used colorful villain Dr.T to taunt people into playing. Because, nothing is more motivating than telling someone they are not up to a challenge. We creatively exploited every media touchpoint to troll people. The game hit all-time highs in downloads and revenue and rose to the top 10 for iTunes and google play games. 

Role: Strategy Lead (Brand, Messaging and Comms)