Beast Run is a skill based mobile game tournament launched on iOS and Android, offering real-world prizes to the top three players.
The campaign was designed to promote Beast Run as both a standalone experience and an entry point into the broader IGL City ecosystem.
The campaign was designed to promote Beast Run as both a standalone experience and an entry point into the broader IGL City ecosystem.
Campaign Goals:
- Acquire new users through short form content and competitive gameplay
- Bridge mobile accessibility with the deeper IGL City ecosystem
Responsibilities:
- Directed the tone, pacing, and visual treatment across trailers, gameplay assets, and platform specific content
- Developed the narrative framework and positioning for Beast Run within the IGL City universe
- Directed and executed with the design and motion teams to ensure consistency across campaign visuals and in-game presentation
- Directed Brand Identity
- Executed UX/UI design systems for the game and website
Challenge & Strategy:
Beast Run was launched into a crowded mobile-gaming market where trust is low and attention moves quickly. The challenge was making a lightweight game feel meaningful, and using it to drive conversion into IGL City.
We positioned Beast Run as a fast, skill-based sprint with real rewards. Ads and email journeys leaned into urgency, positioned as a stand-alone competitive experience while quietly onboarding new users. The strategy and messaging system was simple: competition and reward.
Audience: 13-25 year old male and female mobile gamers
Acquisition: X, Youtube, and Tiktok ads, paired with email journeys to our subscribers
Campaign Results:
Animated and short form content were distributed across social platforms throughout the campaign.
- 1,800 new users in our core community hub
- Prize incentives distributed, including a gaming PC, Woojer gear, and additional peripherals
- 2 affiliated organizations onboarded for co-marketing and brand partnerships
- Acquire new users through short form content and competitive gameplay
- Bridge mobile accessibility with the deeper IGL City ecosystem
Responsibilities:
- Directed the tone, pacing, and visual treatment across trailers, gameplay assets, and platform specific content
- Developed the narrative framework and positioning for Beast Run within the IGL City universe
- Directed and executed with the design and motion teams to ensure consistency across campaign visuals and in-game presentation
- Directed Brand Identity
- Executed UX/UI design systems for the game and website
Challenge & Strategy:
Beast Run was launched into a crowded mobile-gaming market where trust is low and attention moves quickly. The challenge was making a lightweight game feel meaningful, and using it to drive conversion into IGL City.
We positioned Beast Run as a fast, skill-based sprint with real rewards. Ads and email journeys leaned into urgency, positioned as a stand-alone competitive experience while quietly onboarding new users. The strategy and messaging system was simple: competition and reward.
Audience: 13-25 year old male and female mobile gamers
Acquisition: X, Youtube, and Tiktok ads, paired with email journeys to our subscribers
Campaign Results:
Animated and short form content were distributed across social platforms throughout the campaign.
- 1,800 new users in our core community hub
- Prize incentives distributed, including a gaming PC, Woojer gear, and additional peripherals
- 2 affiliated organizations onboarded for co-marketing and brand partnerships
The visual identity blends the chaos of a box of crayons thrown at a concrete wall - loud, colorful, and gritty. Menus, branding, and iconography were built to reflect a colorful urban neighborhood, focusing multiple ecosystems into one cohesive visual language.
Click here to view the Beast Run website
Season 1 App Store Screenshots
Season 1 UX/UI
Season 2: Halloween App Store Screenshots
Beast Run fused high-energy gameplay with an urban creative edge. We partnered with brands that had existing audiences and produced high-quality animated content to drive attention and credibility. The campaign launched with a cinematic teaser showcasing the runner assembled in a warehouse, generating over 90,000 views and sparking the initial wave of user engagement.
Targeted email blasts were sent out to early subscribers, offering beta access and exclusive rewards. The goal was to drive traffic through word-of-mouth and community-led sharing.
As part of the campaign, we partnered with Woojer, a wearable tech company that specializes in haptic feedback gear, to produce short-form content for a cross-marketing activation on the UCLA campus. Students tested Woojer's haptic vests while playing Beast Run, capturing live reactions and emphasizing product engagement. The footage was used across social media to drive visibility for both brands, boosting campaign reach.