Rodrigo Miranda

VGW · Mobile product launch

Monopoly Match

Leading creative production for VGW’s first fully native mobile product.

Monopoly Match required a different creative production approach from VGW’s browser-based brands. I reviewed concepts, solved production challenges and led the team in building workflows for rapid iteration across product storytelling, user-generated content, playable ads and acquisition creative.

Watch selected film ↓

Primary film

Explaining the experience

Build Your City moves from the board and property cards into the matching mechanic, then shows the city growing. It gives viewers a compact explanation of how the parts of the game connect.

Licensed brand

Working with a global IP

The recognisable Monopoly world came with detailed Hasbro guidelines, asset usage restrictions and approval requirements. We worked through multiple stakeholders and rounds of review, finding creative ways to use the available characters, illustrations and 3D assets while making the mobile experience clear. That required a production approach that could accommodate feedback and new variations without losing brand consistency.

Variations

Different ways into the product

Supporting executions highlight prizes, power-ups, sticker collection and city progression, giving each variation a distinct product message within a consistent visual identity.

Leadership

Building capability as production grows

We initially partnered with Appagent for creative development, drawing on its mobile marketing experience. As media investment grows, we are progressively bringing production in-house. I led the team in putting the processes and tools in place for that transition, including Celtra for rapid acquisition variations.

For user-generated content, we work directly with a range of creators, supported by the acquisition marketing team. I guide concept reviews and production decisions, helping the team respond to feedback and develop new variations while maintaining creative standards.

Credits

Creative development and production: VGW creative team, in collaboration with Appagent, content creators and acquisition marketing. In-house illustration, 3D, animation and post-production: VGW. Licensed Monopoly brand and character assets used under Hasbro guidelines.