Launching Google Play on TikTok across Asia-Pacific markets.
ROLE: Creative Lead
Concept development, creative direction and delivery.
Concept development, creative direction and delivery.
In 2023, boredom had become the number one driver for Google Play game downloads across Asia-Pacific. While boredom was effective at driving installs, it also contributed to low retention and minimal in-game purchases.
The challenge was to launch Google Play on TikTok in a way that moved beyond boredom-led acquisition, and instead encouraged players to discover different types of games that could fit naturally into their everyday lives.
We created a series of TikTok-first ads designed to inspire players to explore how, when and where they play. The work focused on gaming moments both inside and outside the home, encouraging audiences to “play this way, that way, your way, any way,” and reframing gaming as something that adapts to their lifestyle rather than competes with it.
To ensure authenticity, the content was captured using native TikTok perspectives, filming players from the point of view of the phone and games from the point of view of the player. This kept the campaign platform-native while reinforcing Google Play’s role as a gateway to discovery.
Director: Richard Olsen