How do you market an imagination game to one of the most stressed out, overworked generations?
Consumer Insight
Gen Z wants to be themselves, but they constantly worry about making mistakes.They want a way to escape the pressure and expectations so they can just be themselves.
Brand Insight
Dungeons & Dragons is an experience with no wrong answers. You can defeat the warlock or date them. You can slay the dragon, or keep it as a pet. No rules, no expectations; just you and your imagination.
Creative Idea
Show Tired Perfectionists that Dungeons &
Dragons provides a space where you can be anything and do anything. You can play your way.
My Role:
As an art director, I acquired costume and set pieces and created a few custom set pieces from scratch as well.
During production I was a set dresser and PA.
Afterward, I did the motion graphics for the social media posts and the end card for the TV spot.
I kickstarted the project by creating the initial strategy. I conducted ethnographies by participating in multiple D&D games, conducted in-depth Interviews with the players, and created and analyzed a survey with over 100 participants. I used that analysis to gather insights and write the brief that inspired the creative executions.
