As King’s flagship title, Candy Crush came with big expectations, large creative output, and high performance budgets. I led and supported a wide range of work across performance video, playables, App Store assets, banners, and CTV, helping guide everything from early ideation and visual direction to iteration and polish. I also oversaw longer-term creative initiatives, like the development of custom Spine rigs and Blender 3D assets to support the evolving needs of the brand. Much of the work showcased here was delivered by my team, and reflects the scale, collaboration, and adaptability required to keep a legacy IP feeling fresh