Game company Futureplay was facing their biggest challenge yet. Their casual mobile game Merge Gardens was loved by current players, but its growth had stalled. Their marketing simply didn't stand out in an over-saturated game category and user acquisition efforts were stagnating.

Rather than shelving the game and focusing on something new, Futureplay decided to give Merge Gardens one final chance. They tasked us to completely rethink the story behind the brand, including the core idea, characters, lore, visual expression and game brand. The outcome was a riveting new story with characters that have since grown a life beyond the game itself and marketing being among the most popular in casual gaming. With impressions reaching into the billions, the company has seen a massive 10-fold increase in app downloads and an amazing doubling in retention, making it the biggest casual game comeback of 2022.



3D Animations by Milford Animation Studios
Directed by Kim Hagen-Jensen