South Park: Phone Destroyer
Superheroes update
South Park: Phone Destroyer is the official South Park mobile game, developed by Ubisoft RedLynx and published by Ubisoft. The game combines real-time strategy, collectible card battling, PvP, and original South Park storytelling in collaboration with South Park Digital Studios. I joined Ubisoft RedLynx shortly before the global launch and worked on the title throughout its live phase as Brand Art Director, supporting marketing across launch, updates, LiveOps, App Store assets, UA, and event materials.
The Superheroes update brought South Park’s Coon and Friends arc — the show’s superhero storyline — into Phone Destroyer’s card-battler universe. The creative question was how to land that crossover. We landed on the contrast: build the trailer like a real superhero film, with the stakes, gravity, and tone of something closer to The Dark Knight or a Marvel piece, then puncture it with the absurd reality underneath. Huge stakes, over a card. The bigger the build, the funnier the joke. That principle shaped the main update trailer, produced with an external agency.
Alongside the main trailer, my brand art team produced the character reveal videos fully in-house. These were short, UA-styled introductions for the new characters being added in LiveOps, designed to feel like punchy ad creative rather than story trailers. I creative directed the concepts, brainstormed the structures, and steered the in-house production.
The throughline across all of this was the IP balance, and it’s the thing that made working on South Park genuinely different from any other licensed IP. South Park Digital Studios is strict about the brand — they don’t compromise, they don’t soften, and they don’t censor for marketability. A mobile game has its own constraints on top of that. The work was about finding the version of every marketing beat that stayed funny in their voice while still doing the marketing job: clear gameplay communication, clear reasons to install or return, clear value for the update.