This work was part of a gamified marketing campaign for Jacobs Coffee. The team i was a part of won a Gold Effie Award for marketing effectiveness in 2015. The project’s goal was to drive sales for new coffee varieties by creating an immersive browser game. Players had to collect codes from product packs to complete missions.
The creative challenge & my role
As one of the primary illustrators, I was tasked with building the entire visual world for the game characters. The challenge was to create a high volume of engaging assets under a tight deadline. Beinging four distinct character universes to life.
My Responsibilities
Illustrated the 4 core characters (Photographer, Rocker, Skater, Musician), each representing a coffee variety.
Designed all background environments (The city, photo studio, record store, beach).
Created countless interactive elements and items (cameras, records, skateboards, etc.) for gameplay progression.
Visual Strategy & Execution
The art direction required a vibrant, playful style. I needed to appeal to a broad audience and translate seamlessly into digital gameplay. I designed a cohesive visual library that maintained character personality and brand energy across hundreds of unique assets. The goal was also to ensure a consistent experience for players to advance through levels.
The Impact & Results
The campaign was a major success, engaging thousands of participants and directly linking gameplay progress to product purchases. My illustrations formed the core visual experience of this Gold Effie Award-winning project. I developed my ability to execute complex, large-scale illustrative work that drives tangible business results.
Got a project that’s itching for some creative magic?
Whether it’s a sleek digital product, an eye-catching illustration,
or something in-between, I’d love to hear about it.