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Create an instagram AR game filter for Google Play to help advertise and drive awareness of their change the game design challenge.
Often when I begin the game development process, I start with the idea. But for this I looked at the color pallete first. The awesome Cashmere agency was very keen on this being a partnership and wanted my style of design to be involved. So first I identified which colors were both in the Google Play campaign and in my aesthetic.
After the colors were chosen I began working on the idea. I needed to create a game that would speak to young girls and make them feel empowered to make it into the gaming industry. A way to place young girls in the shoes of a hero.
I worked around this truth: In today’s gaming landscape the industry doesn’t often represent women, especially those in cultural communities. I kept thinking about how it felt ancient and slow to still exclude women. That's when I got the game idea.
The the gaming industry is frozen in it’s old ways. Help our character unfreeze the industry by collecting the orbs and keys to unlock it all. Dodge the blockheads in your way while avoiding the frozen items. The more you collect the higher you score. How far will you go?
A fun and visually appealing AR game filter was created. To win players move their head left and right to dodge and collect items. As they collect orbs and keys their score rises.
Google Play, Cashmere Agency, and I were all very happy with the results.