Spec campaign for Coin Master / Moon Active
Three short vertical ads built around a simple domestic idea:
what happens when mobile game mechanics leak into a relationship?
what happens when mobile game mechanics leak into a relationship?
A raid becomes an apology.
A shield becomes a real object in the bedroom.
An attack becomes a quiet reversal at the bar.
A shield becomes a real object in the bedroom.
An attack becomes a quiet reversal at the bar.
The project was developed as a full AI motion campaign system: concept, characters, visual direction, shot planning, image generation, video generation, editing, sound design, captions, and tracked gameplay integration.
Created as a speculative recruitment assignment. Coin Master and related IP belong to Moon Active.
01 — One Spin Too Far
A husband raids his wife’s village and arrives home with flowers, hoping the apology will land before the consequences do.
02 — Shield · Bedroom Chaos
He tries to raid back. She is already waiting with a real-world version of the game’s shield mechanic.
03 — Now We’re Even
At the bar, the game turns back on him. She holds the phone, calm and satisfied, while he realizes his village is under attack.
WORKFLOW
🎯 Concept
A repeatable campaign structure built from one central observation: Coin Master is already a relationship game. Players raid, attack, defend, retaliate, and negotiate, often with people they know.
A repeatable campaign structure built from one central observation: Coin Master is already a relationship game. Players raid, attack, defend, retaliate, and negotiate, often with people they know.
🧠 Creative Direction
Three tones inside one shared world: grounded comedy, playful escalation, and quiet reversal. Same couple, different settings, consistent emotional logic.
Three tones inside one shared world: grounded comedy, playful escalation, and quiet reversal. Same couple, different settings, consistent emotional logic.
📐 Storyboard
Three 15-second vertical films, each structured around five fast beats: hook, gameplay trigger, reaction, punchline, product close.
Three 15-second vertical films, each structured around five fast beats: hook, gameplay trigger, reaction, punchline, product close.
⚙️ Creation
Character and scene development through GPT image generation and Gemini / Nano Banana refinements. Video generation mainly through Seedance, with reference-based direction and locked stills used before motion generation.
Character and scene development through GPT image generation and Gemini / Nano Banana refinements. Video generation mainly through Seedance, with reference-based direction and locked stills used before motion generation.
🎞️ Post-Production
Editing, captions, sound design, and final assembly in Adobe Premiere Pro. Gameplay integration and phone-screen compositing tested through After Effects and Mocha tracking, with real Coin Master gameplay used instead of AI-generated UI.
Editing, captions, sound design, and final assembly in Adobe Premiere Pro. Gameplay integration and phone-screen compositing tested through After Effects and Mocha tracking, with real Coin Master gameplay used instead of AI-generated UI.
📊 Process Artifact
The project included a full production dossier documenting the concept, storyboard, toolchain, iteration logic, cost, generation count, and production decisions.
The project included a full production dossier documenting the concept, storyboard, toolchain, iteration logic, cost, generation count, and production decisions.
APPROACH
The goal was not to use AI as a shortcut, but as a directed production pipeline.
Each shot started from a locked still, not from random generation.
Characters were treated as cast members.
Gameplay was captured from the real app.
The final campaign was built as a system: repeatable, editable, and scalable.
Characters were treated as cast members.
Gameplay was captured from the real app.
The final campaign was built as a system: repeatable, editable, and scalable.
AI as production crew, not vending machine.
