Roblox + YouTube Shorts: Roblox Vault
My Role
Creative Lead
Concept
Game Design (Level + Reweard + UI/UX)
Art Direction
3D Motion
Creative Lead
Concept
Game Design (Level + Reweard + UI/UX)
Art Direction
3D Motion
Result
2.8 million user participation (Shorts creation) within 1 month.
2.8 million user participation (Shorts creation) within 1 month.
The Brief
Create a YouTube Shorts Effect to promote the trending game Roblox and encourage Shorts creation.
The Idea
The Roblox Vault Gaming Effect:
Tap to unlock a world of surprising, fun and unique items created by Roblox and its community on Shorts. The faster you tap, the rarer item you'll get.
Tap to unlock a world of surprising, fun and unique items created by Roblox and its community on Shorts. The faster you tap, the rarer item you'll get.
1. Gaming Effect Development
1a. Level, Reward & UI/UX Design
Inspired by the fundamental interaction in Roblox's world 'tap and get reward', I came up with an idea that 'tap to reveal what's inside'.
As an art director, I put in extra effort to make it inclusive & accessible to everyone in 50+ markets without language barriers, using symbols.
This was the first idea we presented.
Inspired by the fundamental interaction in Roblox's world 'tap and get reward', I came up with an idea that 'tap to reveal what's inside'.
As an art director, I put in extra effort to make it inclusive & accessible to everyone in 50+ markets without language barriers, using symbols.
This was the first idea we presented.
1b. Final Concept
2. The Effect & Marketing Creative
We partnered with the biggest Roblox YouTubers across the globe to promote the effect.
Film 1. Are 10 Fingers Better Than 2?
Can more fingers make it easier for users to get a rarer item?
@ItFunneh (11M subscribers) invited fans to bring their friends to find out.
Can more fingers make it easier for users to get a rarer item?
@ItFunneh (11M subscribers) invited fans to bring their friends to find out.
Film 2. Unboxing Roblox Vault
Unboxing is a YouTube-born genre, and the vault is technically a box.
We partnered with the biggest unboxing YouTuber in the world, MrWhosTheBoss (21M subscribers), and let him unbox it.
Unboxing is a YouTube-born genre, and the vault is technically a box.
We partnered with the biggest unboxing YouTuber in the world, MrWhosTheBoss (21M subscribers), and let him unbox it.
Film 4. Dress To Impress
Dress to Impress is one of the biggest games in Roblox in 2024.
So we brought it to real life by partnering with Dress To Impress creators like @Lanaslifeee (7M subscribers).
Dress to Impress is one of the biggest games in Roblox in 2024.
So we brought it to real life by partnering with Dress To Impress creators like @Lanaslifeee (7M subscribers).
DOOH: New York
The big vault ambushed people in the Times Square.
The big vault ambushed people in the Times Square.
Mobile
Results
2.8 million user participation (Shorts creation) within 1 month from 50+ markets.
Inclusive game design even allowed some cats to appear!
Inclusive game design even allowed some cats to appear!
Don Lee