Roblox
Creative Director, Copy
Roblox brought my creative partner and me in to develop a social-first campaign platform designed to strengthen the brand’s relevance with older Gen Z audiences.
CORE RESPONSIBILITIES
• Audited Roblox’s social channels, content and brand positioning
• Researched gaming competitors, audience behavior and cultural trends
• Developed campaign strategy focused on audiences ages 17–24
• Helped evolve the brand voice and visual direction
• Created campaign concepts, copy, moodboards and storyboards
• Developed influencer and talent-casting recommendations
• Built tactics designed to connect with women and underrepresented gaming audiences
Through the Eyes Of
THE ASSIGNMENT
Roblox wanted to expand beyond its reputation as a platform primarily for children and build stronger relevance with audiences ages 17–24.
The assignment was to position Roblox as a platform for diverse experiences, creativity and community—not simply a single game.
THE APPROACH
My creative partner and I developed “Through the Eyes Of,” an umbrella campaign built around the different ways people experience Roblox.
Our strategy drew from social media research, gaming culture, early-2000s nostalgia and Gen Z visual trends. We created a connected campaign system spanning social content, influencer casting, experiential concepts and long-term brand programming.
THE HANDOFF
Our strategy, creative direction and campaign concepts were provided to Conscious Minds for development into a long-term, social-first campaign.
PROJECT CREDITS
Director, Global Social Marketing
Julien Schléret
Creative Director, Art
Pheobe Sotomango
Creative Director, Copy
Sasha Muradali