At Crunchyroll, I led art direction and produced creatives for Crunchyroll’s mascots, Crunchyroll-Hime and Yuzu, and managed the Hime IP brand for corporate and ad sales/partnership initiatives.
This included developing branding books and usage guidelines for Crunchyroll-Hime and overseeing illustration production by managing project timelines, creating creative briefs, providing art feedback to the artists, and managing costs, contracts, and invoices. Additionally, I led creative strategies and art directions for upcoming game marketing campaigns in collaboration with the Crunchyroll Games publishing team. Spearheaded all creatives, including branding (game landing pages, logo animation), digital and print banners, social media banners, and swag production. Set new quality standards by creating production art guidelines for external partners. Featured Work : Crunchyroll-Hime VTuber
A VTuber, short for "Virtual YouTuber," is an online personality who entertains and interacts with fans using a virtual avatar, often accompanied by a unique voiceover or narration. VTubers exploded in early 2020 as characters connected with fans through captivating content, interactive chats, and a seamless blend of reality and virtuality. Introducing Crunchyroll-Hime! She is the cheerful and lovable virtual anime character representing the vibrant anime streaming platform, Crunchyroll. With her playful demeanor and charming personality, Hime brings the world of anime to life. As the lead creator and producer of this VTuber, I took on the exciting challenge of bringing this heartwarming character to life from the ground up. Click on the "Learn More" button to discover more about this process.
Featured Work : Crunchyroll Collaboration Projects
Left & Middle - Crunchyroll x Xbox Game Pass
Crunchyroll and Xbox have teamed up to offer three months of Xbox Game Pass for PC to Crunchyroll Premium subscribers and new users on a free trial. This exciting collaboration brings together the best of both worlds for gaming and anime. Our captivating 15-second ad featuring our beloved Crunchyroll-Hime has increased subscriptions and trial sign-ups for both Xbox Game Pass and Crunchyroll. As the brand manager for Hime, I worked closely with the Microsoft team and our Editorial Director, providing art direction and character/brand feedback shown on the top left. Click the “Learn More” button to discover more about this exciting collaboration.
Right - Crunchyroll Games x Princess Connect! Re:Dive
In collaboration with Cygames, Crunchyroll Games undertook an exciting venture to transform and publish the beloved anime series "Princess Connect" into an immersive RPG mobile game, Princess Connect! Re:Dive for the gaming community globally. As part of the game's launch campaign, a special collaboration was established with the talented cast of Hololive, featuring Gura, Kiara, Ina, Amelia, and Calliope. As a crucial aspect of the game launch campaign, one of my responsibilities was to produce artwork for Calliope's original song, Ibasho, for Princess Connect! Re:Dive. To bring this vision to life, collaboration took place with Rosuuri, a well-known illustrator in the anime industry. Together, we worked diligently to create captivating artwork that perfectly captured the essence of the game and Calliope's unique musical contribution. These promotional efforts aimed to build fan anticipation, generate interest in the collaboration, and ultimately drive user engagement and adoption of the game.
