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Case Study
Horseplay · Via CRAFTSMAN+

Horseplay
UA Video

Creative Direction UA Creative 3D Motion Compositing Sound Design Scripting
Live
Deployed to paid UA
2
Format variants
Full
Production pipeline
The Brief

Horseplay is a legally compliant real-money mobile gaming platform. The UA challenge: explain a product in a trust-sensitive category — real money, mobile gaming, prize mechanics — to cold audiences on Facebook and Instagram without triggering casino-adjacent skepticism.

The brief required communicating trust, entertainment variety, and ease of entry simultaneously, in 30 seconds, to people with no prior exposure to the product. Most ads in this category read as either sketchy casino or cheap mobile game. Neither works. The visual system had to thread that needle at every frame.

Client
Horseplay
Production Context
Via CRAFTSMAN+
Deliverable
30-second paid social UA video
Formats
9:16 vertical, 1:1 square
Platforms
Facebook, Instagram
Tools
After Effects, Cinema 4D, Photoshop, Audition
Results

Strong positive reception on delivery. Asset deployed directly to live paid UA campaigns on Facebook and Instagram.

Live
Deployed directly to paid UA campaigns on delivery — no further revisions required
Facebook · Instagram
2
Format variants delivered: 9:16 vertical and 1:1 square for platform-native placement
Format coverage
Full
End-to-end pipeline: scripting, storyboarding, animation, sound, and delivery from one seat
Production scope
Trust
Category-specific craft: visual system designed to communicate premium and safety simultaneously
Creative objective
Deliverables
UA Video
30 seconds · 2 format variants
Primary UA asset for Facebook and Instagram. Narrative structured as a conversion funnel: Deposit, Buy, Play, Win — each beat earning the next. 3D UI mockups, kinetic typography, coin particle effects, and a green glow system unified around one emotional register.
After Effects · Cinema 4D · Photoshop
Sound Design
Integrated from brief
Audio texture was built into the brief, not added at the end. The "premium but not sleazy" read required sound design carrying equal weight to visual — the glow system and the audio system had to reinforce the same emotional register.
Adobe Audition
Script + Storyboard
Full pre-production pipeline
Scripted and storyboarded before any animation began. The conversion funnel structure was a script decision, not an edit decision — the narrative architecture was locked before the timeline opened.
Photoshop
How We Worked

Trust-sensitive categories require
more craft, not less.

The visual choices — the glow system, the UI polish, the conversion-funnel structure — weren't decorative. They were doing rhetorical work: this is a safe, premium product. Sound design carried equal weight. When every element aligns around a single emotional register, the ad communicates things words alone can't. The category demanded it. The craft delivered it.

Next Step

Hard category.
Right creative.

30 minutes. No pitch deck. We'll talk platforms, formats, and what's actually working in your market.

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