Ideas that had to work.

Some were brand problems. Some were growth problems. Some were format experiments. Different surfaces, same rule: the idea had to survive real life.

COINTRBrand

Anamorphic Screen Campaigns

Turning city screens into brand scenes people would actually want to record.

Brand experience Screens that do not just stand in the city - they talk to it.

Problem

The visual trick can easily swallow the brand.

Approach

Use the city's own memory as the creative starting point.

My role

Campaign idea, city logic and content direction.

Output

Anamorphic concepts designed to feel native to the city.

Impact

Outdoor work people would actually want to record.

KWALEEGrowth

Profitable Growth in Mobile Games

Growth as a system, not a lucky traffic spike.

Growth system Test fast. Read clearly. Scale only what deserves it.

Problem

Buying users is easy to say and expensive to misunderstand.

Approach

Connect creative tests, channel signals and monetisation instead of treating them separately.

My role

Build a clearer growth rhythm across teams and titles.

Output

Cleaner signals, better tests, sharper decisions.

Impact

Several managed games reached top charts and grew profitably.

COINTRFormat

Taktik Deha Game

Turning World Cup attention into a reason to come back.

Product / format Turning a moment of hype into a reason to come back.

Problem

Attention is not behaviour until people have a reason to return.

Approach

A low-friction game loop built on fantasy football logic.

My role

Format idea, loop and target behaviour.

Output

A playful app and web game format.

Target

More time spent, stronger repeat behaviour.

More work, smaller stage.

Not every piece of work needs the same spotlight. These are smaller stops that still explain how the current way of thinking was built.

FIRSTBATCH

FirstBatch ID & Global Visibility

Messaging structure, launch prep and global visibility for a decentralized social platform during the ETH Denver period.

BTCTURK GLOBAL

Global Growth & Market Expansion

Market prioritisation, campaign strategy and digital marketing operations for global growth.

PUBLIK & CODA

Performance Foundation

Paid media, landing pages, CPA improvement, user acquisition and creative performance.