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Visual Design
Ernsting's family – Playing and saving
While working as an Art Director at Medienwerft GmbH, I was given the opportunity to work on one of the biggest recurring promotional events for Ernsting's family – "Spielend Sparen" (Playing and Saving). It is a major campaign where customers play a minigame on their phone or desktop for a chance to win various discount codes for their next shopping spree.
Every time a "Playing and Saving" event launches, a whole new experience is created: a new game, new prizes, new visuals, and new landingpages. For the Autumn 2022 event, I worked on every stage of the process. From brainstorming minigame ideas to creating the key visual and all graphical elements needed for the campaign pages and the game itself. I also designed animations for the landing page and the game tutorial.
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Ideation
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Key Visual
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Game Prototype
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Landing Pages
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Tutorial Animation 1
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Tutorial Animation 2
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Tutorial Animation 3
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Tablet Landing Page
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Mobile Game View
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While developing the mechanics for the minigame together with our UX team, I created multiple Adobe XD prototypes showcasing how the game would look and feel. This helped both our internal team and Ernsting's family tremendously to visualize and approve the final product early on.
An especially challenging process was transferring the design into a high-performance web game. For the first time in "Playing and Saving" history, the game was developed in a 3D environment rather than 2D. Ensuring smooth performance across all devices was the utmost priority, particularly because many customers use older hardware. We deliberately scaled down the visual complexity in favor of performance, ensuring that everyone could participate without technical barriers.
Conclusion
Despite these technical challenges, we released a high-quality experience worthy of the "Playing and Saving" name in just six weeks. We successfully introduced thousands of customers to a whole new dimension of the campaign, achieving excellent engagement rates.