Candy Crush Saga
CTV Mascot ads
Role:
Concept Creator, Scriptwriter, Creative Lead
As King broke into CTV advertising in a performance-focused but brand-positive way, I created the concept for a modular live-action campaign featuring custom “Candy Mascots” including a full-scale Colorbomb costume that I helped design and produce. From scripting and scenario ideation to feedback on animatics and post-production compositing, I directed the campaign from first idea through delivery, collaborating closely with an external agency and our internal teams
Our goal was to build performance-ready live-action creative that felt entertaining and native to CTV, while remaining distinctly Candy. I wrote scripts around playful, real-life moments, scenarios where people were most likely to play, and designed the shoot to capture flexible, testable variants across both landscape and vertical formats. We tested multiple characters, messaging styles, and gameplay cut-ins, resulting in a rich set of modular assets for ongoing optimisation.
This was one of our boldest cross-format performance marketing experiments. One of the ads became a top performing creative after only being live for a short time. It’s a piece I’m proud of for both its craft and strategic value, and one that sparked plenty of ideas for what performance marketing could look like in richer, more human formats moving forward.
I learned so much from this, from directing talent to shaping modular storytelling. It’s the kind of big, messy, creatively fulfilling project I’d love to do more of.
Collaborators: Sunday treat, Keesha Khraud
