Telegram App – Token (Live)

Context:
The company pivoted from a story-driven NFT game to a token-driven tap game, with the art team shifting focus to social media engagement as a primary tool for driving player traffic.

Links:
https://www.youtube.com/@gemzfun
https://www.instagram.com/gemzfun

Key Challenges:

  • Developing a new content production pipeline focused on social media.
  • Delivering high-volume video content quickly and efficiently.
  • Transitioning the team to a new software and workflow optimized for social media needs.

Software Transition and Adoption for Social Media

Challenge:

  • The game no longer required in-depth character customization tools, but needed rapid content creation tools for social media engagement.
  • The project required mastering unfamiliar software to handle both video production and social media needs effectively.

Solution:

  • Adopted Adobe Character Animator for real-time animation, utilizing its lip-syncing and acting features.
  • Leveraged tools like ChatGPT for scriptwriting, ElevenLabs for voice, and CapCut for video editing, optimizing the content creation workflow.

My Role:

  • Spearheaded the integration of new software tools and helped the team quickly adapt, broadening their skillsets.
  • Ensured smooth operation of all tools to handle high-volume content creation efficiently.

Outcome:

  • The team rapidly became proficient in these tools, expanding its capabilities and enabling the production of high-quality, engaging content for the game’s social media platforms.

Pipeline Optimization for Daily Video Content

Challenge:

  • Produce 2+ minutes of social media content each day with a team of five members, all while managing game development requests.

Solution:

  • Reorganized the production pipeline to focus on efficient video creation, leveraging each team member’s strengths to meet output goals. The team included an Art Project Manager, Art Director, Associate Art Director, Technical Artist, and Animator.
  • Eventually, expanded those skills to include the entire video pipeline. This minimized hand-off time and allowed each individual to have full responsibility and ownership of unique themed content.

My Role:

  • Led the restructuring of the team to pivot toward video content production, balancing their core strengths with new roles.
  • Used analytics from game performance and social media to continuously refine content strategy.
  • Focused early content on crypto news and education, later pivoting to meme shorts and gameplay announcements as the audience evolved.
  • Storyboarding for gameplay and new feature content.
  • Feedback for scripts, animation, audio, and editing.
  • Pitching new types of video content to engage players within the game.

Outcome:

  • The team was able to consistently meet the daily content production goal after only a few weeks of adaptation.
  • Reached over 1 million YouTube subscribers within two months by optimizing content based on engagement data.
  • Took responsibility for all game art requests (initially focused on sloth lore, later evolving to more graphical themes), allowing the team to stay focused on social media content.
  • Each member eventually produced their own tailor themed content from start to finish in just a few short months.