Cooking Craze

Social Media Campaigns

While working at Big Fish Games, I helped to refresh the social media marketing strategy of the game Cooking Craze. Previously, the social media approach involved a lot of stock photography of food which appeared unrelated to the game in a player’s feed, or images pulled straight from the game which featured vectorized looking food assets, and didn’t appeal very well to an audience used to Instagram-quality images. By applying illustrative lighting and coloring techniques to make the food and settings look more vivid and 3D, we were able to reach a larger audience without losing the brand identity of the game.

My first campaign for Cooking Craze was to announce a new city coming to the game in Summer of 2019: Honolulu. The project brief called for a lot of shine and sparkle to make the food look as desirable as possible — how it all fit into the lighting and environment was worked out between my manager and I.

By Autumn, I was able to create scenes at a higher quality and faster rate. Along with editing the food from the game, I was also given opportunities to paint new style-matched assets to appear in scenes as well (such as the lattes in the image below).