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Summoners War

mobile ad

 (2015)

Role: Visual & UI Designer (with Art Direction)
Client: Tapjoy — Com2US
Category: Mobile Advertising & Campaign Design

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Overview

For the Summoners War mobile campaign delivered via Tapjoy, I designed a series of mobile ad units that captured the game’s fantasy energy and character-driven intensity within highly constrained ad environments. The work emphasized bold visual personality and clear messaging suited to short-attention, on-screen mobile interactions.

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Design Challenge

Mobile ad placements present severe space and performance limitations, making it difficult to communicate both brand identity and core messaging. The challenge was to preserve Summoners War’s rich thematic tone while ensuring clarity, responsiveness, and visual impact at small screen resolutions.

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Approach & Visual System

I developed a mobile-optimized visual system that blended art direction with gameplay-inspired interaction cues.

Key decisions included:

  • Game-driven visual energy: Dynamic lighting, dramatic character crops, and fantasy-style effects captured the intensity of the actual Summoners War gameplay.

  • In-game UI references: Health-bar-like indicators, tap targets, and highlight states were subtly adapted from the game’s interface to make the ad feel instantly familiar to players.

  • Action-oriented visual cues: Motion streaks, impact flares, and glow effects hinted at combat mechanics without adding heavy animation weight.

  • Hierarchical clarity: Bold typography and simplified messaging ensured the call-to-action remained dominant even within visually rich compositions.

  • Modular components: Character modules, message blocks, and CTA treatments were systemized to scale easily across multiple mobile sizes.

  • Performance-aware execution: All visuals were optimized to maintain crispness and fast load times within the limitations of Tapjoy placements.

This combination of gameplay-inspired cues and modular visual structure allowed the ad units to feel both immersive and lightweight, balancing brand accuracy with mobile usability constraints.

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Outcome

The final set of assets delivered a visually intense, brand-aligned presence for Summoners War across mobile placements. This work demonstrates how art-directed visual systems can be effectively modular and performance-ready, even within tight format constraints.

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Tools & Skills

Tools: Adobe Suite, Prototyping Tools
Skills: Modular Visual Systems, Cross-Format Production, Brand-Driven Execution

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