Meta wanted to develop a flexible suite of creative assets that social casino advertisers could easily adapt for their own campaigns. The goal was to demonstrate how reframing social-casino ads—by speaking to players as gamers rather than gamblers could lead to stronger engagement and performance. To do this, we created Master of Dice, a fictional game world built specifically for this project. The gameplay was designed to feel familiar to social-casino advertisers: simple, satisfying, and visually rich, with collectible themes and slot-like mechanics. The campaign required multiple modular scenes that could be recombined into various ad formats for testing, learning, and optimisation.

As the lead producer, I oversaw the entire production across teams in India, China, and France. I coordinated the full creative workflow—from early ideation and storyboarding, to art direction, motion execution, and final delivery. My involvement included organising the storyboard structure, aligning designers and animation teams on the visual language, and ensuring that each scene was versatile enough to be reused and re-sequenced across multiple ads. I also acted as the central communication hub between all creative departments and the Meta team, maintaining clarity, consistency, and alignment throughout the six-week production.