Mandai Wildlife Reserve

Creative Direction & Design // Wireframing // User Experience // Mobile App Design // Product Management // Design Ops // Campaign Design // Product GTM Management

Collaborating with Mandai Wildlife Reserve, I spearheaded the creation of Breadcrumbs, a location-based game designed to enhance audience engagement through gamification.

For the Wild About Twilight campaign at Night Safari, I developed a mobile app called Breadcrumbs that combined exploration, learning, and rewards to deepen visitor interaction with the park. The game encouraged users to discover attractions through digital interactions, offering a fresh perspective on familiar locations. By integrating a unique narrative and identity into the Breadcrumbs app, the Wild About Twilight trail saw remarkable success, with the app garnering over 6,000 downloads over just five weeks. This project highlights my ability to merge creative storytelling with innovative digital solutions to elevate brand experiences.