Soda needed to stand apart from Candy Crush, while still utilise results and working files, and that shaped much of our creative approach. I worked across formats including videos, playables, App Store content, and banners, often leading initial concepting or providing creative direction to bring ideas to life. A big focus was shifting attention away from the original cast of characters and toward the game’s gummy bears, based off performance learnings.

This was a move that involved guiding the creation of expressive Spine and Blender 3D rigs, and helping shape a more distinctive approach. The work here highlights a mix of strategic thinking, visual development, and team collaboration.