To make Boom Beach worth people's precious time, we used colorful villain Dr. T to taunt people into playing. Nothing is more motivating than telling someone they're not up to a challenge.

The real strategic work? Developing a comms plan for what a supervillain would actually do to taunt and troll the world. Every media touchpoint became a place for Dr. T to rage-bait people into playing.

Results: The game hit all-time highs in downloads and revenue, rising to top 10 on iTunes and Google Play.

Role: Strategy Lead (Brand, Messaging and Comms)