MTN Dew Energy Pitch Black Game
When MTN Dew Energy launched its limited-time flavor Pitch Black, I led the creative design and execution of an interactive mobile game made for Instagram Stories to amplify the launch. My goal was to build an engaging, momentary world around Pitch Black—one that feels playful, energetic, and perfectly aligned with the flavor’s bold attitude.
I designed and built every detail of the game: the visuals, the eye-catching asset design of the cans, the flaming asteroids, the tap mechanics, the UI/UX flow, and even how the game “feels” in motion. The brief was simple: drive engagement, increase flavor awareness, and give people something fun to do that strengthens MTN Dew’s adventurous brand voice. But “simple” means precise—especially when you’re putting motion, interaction, and brand identity into something that has to load fast, feel good to play, and work across devices.
By mapping out user flow, defining visuals that pop in Stories format, crafting feedback animations (tap success / miss / game over), and iterating rapidly, I made sure this wasn’t just a novelty—it was a memorable brand touchpoint. The “world” of Pitch Black in the game echoes the flavor: dark, luminescent, teasing risk, with bright moments of payoff.
Through this work, I brought to life a digital experience that did more than “look cool”—it increased awareness, drove interaction, and gave MTN Dew fans something shareable. It’s an example of how, as creative lead, I turn simple briefs into immersive experiences that feel fresh, fun, and true to brand.
