Disney EMOJI BLITZ

Disney Emoji Blitz is a mobile match-3 game I am so proud to have worked on, leading art initiatives across various features, content, and live-ops support. My role on the project was to step in for the studio’s Art Director and lead both the artistic vision and strategic development of features designed to drive player engagement, increase DAUs, and achieve revenue and KPI targets. During my time on the title, I not only consistently met organizational objectives, but also led the development of multiple features that significantly exceeded performance expectations and contributed to new user acquisition for a live-service game with more than 10 years in market.

I collaborated seamlessly across all disciplines — including Design, UX/UI, Animation, Engineering, Product, and Production — to bring each feature’s unique creative vision to life while ensuring alignment with business and gameplay goals. In addition, I provided artistic leadership and mentorship to both internal teams and external vendors through art direction, feedback, asset reviews, paint-overs, concept development, and clear visual guidance to ensure a consistently high standard of visual quality while maintaining authenticity and brand integrity across a wide range of licensed IPs.

This role has given me the experience of simultaneously leading vendors and external teams around the world, managing and mentoring internal artists, and seamlessly working with multiple cross-functional teams. The position required exceptional time management, communication, collaboration, creative problem-solving, and strategic foresight to proactively identify production risks and implement scalable solutions, all while managing multiple high-priority initiatives in a fast-paced live-ops environment.

Download Disney Emoji Blitz in the App Store or Google Play Store today!

NEW EMOJI CLASSES

The New Class initiative was developed to drive player engagement and increase revenue through the introduction of additional Emoji Classes. As Art Lead for Emoji Blitz features, I owned the end-to-end development of these initiatives, from early concept exploration through final implementation.

In this role, I collaborated cross-functionally with Design, UX/UI, Animation, Engineering, and Product teams to ideate and refine multiple new class concepts aligned with strategic business objectives, player behavior insights, and the broader Disney fandom. This work required balancing innovation with a deep understanding of the established creative direction to ensure brand consistency while evolving the visual identity of the game. I also defined the artistic approach for each new class through the creation of comprehensive style guides and instructional guides.

Additionally, I partnered on the development of a scalable reskinning system and production pipeline to streamline future new class initiatives. This included mapping workflows across all stages of development to improve efficiency, scalability, and cross-team collaboration.

The New Class initiative not only met and exceeded engagement and revenue goals, but also established a repeatable, optimized framework for future feature development.

The “Cozy Crafts” Class

Early Concept Development & Moodboards

Style Guide
A style guide was developed as a resource tool for any artist tasked with making a Cozy Craft emoji. The guide breaks down the key art pillars of the class and includes additional how-to guides to establish a unified visual identity and maintain consistency across all future assets.

Stained Glass Class

Early Class Moodboards & Sunburst Development

Style Guide
A style guide was developed as a resource tool for any artist tasked with making a Stained Glass emoji. The guide breaks down the key art pillars of the class and includes additional how-to guides to establish a unified visual identity and maintain consistency across all future assets.

PIN COLLECTION

The Pin Collection feature was developed to drive player engagement, increase DAUs, and grow revenue while strategically leveraging existing in-game assets to minimize production costs and reduce franchise approval timelines. As the feature Art lead, I owned the initiative from concept development through execution, with a focus on creating a collection-based experience uniquely tailored to the Disney Emoji Blitz audience while aligning with broader organizational goals.

Drawing on my deep understanding of Disney fandom and player behavior, I developed the core creative conceit around Disney pin collecting — an activity deeply associated with Disney parks culture and highly recognizable among fans. This approach allowed us to authentically translate a beloved aspect of the Disney brand into a gameplay experience that could only exist within a Disney title.

The feature significantly exceeded all performance targets and has become one of the most impactful initiatives for the game in recent years. The first Pin Collection launch achieved its daily revenue goals before 11 a.m. on launch day and continued to outperform expectations throughout the event. Beyond its strong KPI performance, the feature has consistently driven increased player satisfaction and engagement with each subsequent release, helping reinvigorate a live service title with more than 10 years in market.


The First Enamel Pins

In addition to leading the creative vision and execution of the feature, I developed a scalable art pipeline that enabled artists to efficiently transform existing game assets into enamel pin designs while maintaining a cohesive visual identity. Establishing this production workflow significantly streamlined asset creation for future releases, enabling efficient long-term live-ops support and continued feature expansion.

Pin Card Backs & Set Colors

Card Backs were designed to programmatically change in Unity to their designated set color. The examples below showcase the card back templates, full set colors, and how those set colors are applied to the frames.

Pin Packs

Pin Pack Concept Explorations