For the launch of Dumb Ways to Survive, I led the creative team at The New Blank in producing a comprehensive go-to-market package in partnership with Netflix Games. Working closely with their internal strategist, we developed a robust toolkit that included developing platform-specific original icons, gameplay capture for our game trailers and cinemagraphs, UI backgrounds, and hero art for use across app stores, social channels, and promotional placements. The challenge was aligning a variety of deliverables with Netflix’s strategic intent and brand voice while preserving the game’s irreverent humor —ensuring cohesion and engagement across every platform.