Lauren
Bravo-Kohler.

Campaign Overview

A Tier 1 Marketplace campaign introducing a new content category to the Minecraft ecosystem. The goal was to drive Marketplace engagement while building excitement around a completely new type of player experience.

My Role

Creative Lead and primary stakeholder across all campaign touchpoints. I directed the overall creative vision, partnered with an external agency on the hero CGI trailer, and collaborated with internal teams on key art, social, and supporting content.

Creative Process

I developed the core creative concept and toolkit that guided all campaign assets. The “Marketplace Portal” became the central narrative device—used consistently to introduce new content into the world and unify the campaign visually and conceptually.

Results & Impact

The campaign exceeded internal expectations, driving strong engagement and revenue at launch. Add-ons quickly became a top-performing content category, with immediate adoption from both players and creators.

Campaign Overview

A cross-brand campaign with Netflix timed to the release of the final season. The goal was to authentically merge two iconic worlds while driving Marketplace engagement and fan excitement.

My Role

Creative Lead across all campaign content, including trailers, social, and key art. I was hands-on throughout—storyboarding, editing, and shaping the visual direction while ensuring alignment across both brands.

Creative Process

The focus was on balancing the identity of both brands without compromising either. I translated Stranger Things’ tone, pacing, and visual language into Minecraft—recreating iconic moments, including the title sequence, in a way that felt both familiar and original.

Results & Impact

The campaign delivered strong engagement and audience response across platforms. While the DLC itself had mixed reception, the marketing successfully drove awareness, player acquisition, and cross-audience reach.

Campaign Overview

A collaboration with Lucasfilm set within the Clone Wars era, designed to bring a cinematic Star Wars experience into Minecraft. The campaign aimed to resonate deeply with fans of both franchises while expanding reach to new audiences.

My Role

Creative Lead overseeing all campaign assets, with direct involvement in gameplay capture and editorial. Given my familiarity with the franchise, I took a more hands-on role to ensure authenticity in both storytelling and execution.

Creative Process

The creative direction focused on faithfully translating Star Wars’ cinematic language—pacing, transitions, and sound design—into the Minecraft format. Close collaboration with Lucasfilm ensured every detail, from audio to visual tone, aligned with the expectations of the fanbase.

Results & Impact

The campaign generated strong engagement and highly positive audience sentiment.Both the marketing content and the DLC were well received, reinforcing the success of the collaboration.

Campaign Overview

Ongoing campaigns supporting Minecraft Realms, the platform’s subscription-based multiplayer service. The focus was on continuously evolving the creative to support feature launches and maintain long-term audience interest.

My Role

Creative Lead and key stakeholder across all campaign assets. I partnered with external agencies on live-action trailers while also guiding internal teams on supporting content, tutorials, and social executions.

Creative Process

One of the primary challenges was simplifying complex feature messaging into clear, engaging narratives. Midway through production, I stepped in to rework the structure of the hero live-action piece—reshaping the story into a more focused and accessible arc. We also developed and tested an alternative gameplay-driven trailer to compare performance across formats.

Results & Impact

The campaign successfully clarified product value while expanding creative approaches across formats. Realms subscriptions are at an all time high and performance indicators showed strong results, validating both the narrative refinement and multi-approach strategy.

Campaign Overview

Minecraft and Nintendo share a deeply organic creative relationship, making every collaboration feel native to both brands. This campaign involved working closely with Nintendo's teams to produce TV spots and trailers that honored both identities without compromise.

My Role

Creative Lead and key stakeholder across all campaign assets. I partnered with Nintendo's external agencies on live-action and TV spot production while guiding internal teams through in-game builds and gameplay capture.

Creative Process

The process started with Nintendo's storyboards, which I then translated into authentic Minecraft gameplay. Once approved, our team handled all in-game construction and capture, delivering polished assets directly to Nintendo's agencies for integration into their final spots.

Results & Impact

The strength of this partnership is reflected in how seamlessly the two brands coexist on screen. High-quality, on-brand asset delivery has been central to sustaining that trust — and to making each collaboration feel like a natural extension of both worlds.