Pizza Pets
Creative direction 2024-2026
I led the creative direction for a game people kept coming back to.
I worked across design, writing, leadership, and production to turn a simple game loop into characters, story, campaigns, and a world players cared about.
MY ROLE
Creative Direction
Character Vision & Design Direction
Worldbuilding & Narrative Alignment
Campaign & KOL Collaboration
Marketing Strategy
Cross-functional Leadership
FROM CONCEPT TO CHARACTER
I turned simple game assets into characters people could recognize.
I directed the evolution of 11 original monsters from early 8-bit drafts into expressive 2D characters with distinct identities, personalities, and lore.
SEASON 2: SURVIVORS & WORLD BUILDING
I helped turn the game into a place players could build around.
Season 2 expanded the world with persistent survivors, community-made maps, and a foundation for future growth.
Map Building competition
Community Created Maps
Ongoing World Expansion
A COMMUNITY AS DISTRIBUTION
I helped turn players into creators, collaborators, and promoters.
We worked with creators and community voices to launch campaigns that gave players a reason to participate, share, and bring others in.
THE IMPACT
The game became more than a launch.
In the first 4 months, players generated 1M+ transactions, 70K+ wallets entered the game, and ~13K made it to the final stage.
~1M+
Transactions in 4 months.
Retention
Players paid to feed and keep their pets alive.
100K+
Players from 100+ countries.
Season 2
Built to continue