The Hunt: Mega Edition

Roblox

How do you surprise a community that watches everything you do? Give them something they’re not supposed to see.

I led creative for The Hunt: Mega Edition, spanning the in-product experience and the global campaign around it. We turned the marketing into the first level of the game. Cryptic posts appeared, then disappeared. Morse code, anagrams and hidden clues sent millions down a rabbit hole, slowly uncovering a secret competition hiding inside Roblox’s biggest event.

Role

Creative Director

Agency

Internal

And we didn't make it easy.

The mystery jumped from social into the event itself, across dozens of creator experiences and a daisy chain of increasingly insane puzzles and tokens. The community did what the community does: screenshotted, decoded, theorized, argued and solved it together. The best 10 made it to Roblox HQ for a live final. Winner takes $1 million.

And we didn't make it easy.

The mystery jumped from social into the event itself, across dozens of creator experiences and a daisy chain of increasingly insane puzzles and tokens. The community did what the community does: screenshotted, decoded, theorized, argued and solved it together. The best 10 made it to Roblox HQ for a live final. Winner takes $1 million.