Roblox

• ☆ Visuals, Moodboards and Visual Media Strategy
• ☆ Visuals, Copywriting, Casting, Influencer and General Strategy

• Casting for Campaign(s)
• Applied quantitative research to long-term upcoming campaign strategy
• Deep-dive of all Roblox social media platforms/analysis
• Deep-dive into all Roblox (potential) competitors/analysis (League of Legends, Dota 2, Fortnite, Valorant, Genshin Impact, Overwatch, etc., in addition to other Activision and Riot portfolios) to create new program and sample tactical events/executions in order to create competitive edge for new demographic goals
• Deep-dive research into Gen-Z and Millennial gaming habits to tailor campaign pillars to new audiences -- especially, female gamers 
• Copywriting for AD campaigns and copywriting for social media
• Collaborated on new Roblox brand voice and tone 
• Strategized Through the Eyes Of... campaign from idea-to-execution 
• Storyboarded all potential tactics

In 2023, Roblox had 14.5m unique monthly payers (up 17% yoy) with an average spend of $81.05 USD (up 4% yoy), and 60.0 billion hours engaged (up 22% yoy). 

Roblox hired my Art partner and I with a very specific set of goals in mind: 

• To "age-up" its audience from the 7-11-years old bracket to the 17-24-years old bracket. The latter is the "sweet spot" of grabbing the attention of gamers long-term/for life. 
• To land the same market share as League of Legends, and similar 'gateway' games in esports and gaming, such as Dota 2, Diablo, etc. 
• Position Roblox as more than just a "place for kids" and "that game my little brother/sister plays." 
• Be clear that Roblox is a platform for experiences in the Metaverse, and it is not rather a "game" or an experience itself. 
•  To take market research and apply it to an umbrella campaign called, "Through The Eyes Of..." 
•  Strategize content, tone, visual voice.

Taking all of these goals into mind, Pheobe and I created an extremely detailed strategy, set of tactics and Art Direction that was heavily centered on Gen-Z’s penchant for muted tones and 2000s nostalgia.

To do this, we assessed social media and market trends, we developed a robust 360-go-to-market set of programs, and spearheaded Influencer casting. 

Our work was seeded to a production agency called Conscious Minds for execution in an organic, social-first long-term campaign. 

Director of Marketing, Global Social at Roblox

Julien Schléret 

Creative Director Art: 

Pheobe Sotomango 

Creative Director Copy: 

Sasha Muradali