Roblox

CLIENT

Roblox

AGENCY

N/A

ABOUT

For the last three years I've been embedded with Roblox’s in-house social and creative teams, producing social video content for the brand’s Instagram (9.7M followers) and TikTok (24.1M followers) accounts. The work spans brand partnerships with names like Lady Gaga, Netflix, NFL, Lamborghini, and Adidas; product launches and platform announcements; tentpole event campaigns; and scalable design frameworks adopted by other editors for ongoing series.

MY ROLE

My role covers the full creative pipeline: concepting, editing, motion graphics, sound design, compositing, capture, and direction. I also build assets and program interactive elements directly in Roblox Studio, and write custom tools and code to solve production problems.

PRODUCT

Makeup Launch

This video launched Roblox’s Avatar Makeup feature—a new cosmetic system that lets players apply layered makeup textures to avatars and NPCs. The feature supports swappable components across eyes, lips, and face regions, along with animated eyebrows and eyelashes, giving players granular creative control over their avatar’s look.

I owned the full post-production pipeline on this piece. Starting from storyboard animatics by the art director and copywriter team, I built the rough pacing edit through final delivery—editing, motion, compositing, and finishing. The music edit was particularly involved, requiring detailed sound work to match the energy and pacing of the 3D animation. I also produced the AI-generated voiceover prototype that was used to direct the final voice talent. The 3D character renders were produced by others on the team; my role was assembling everything into the finished piece.

PRODUCT

Age Checks For Chat

This video announced Roblox’s mandatory age verification rollout for chat features—a major platform safety initiative that was actively in the news. The challenge was communicating a policy change to players and parents in a way that felt clear and engaging rather than corporate.

Starting from an initial brief and storyboards, I developed the piece through production—designing several key sequences, directing capture, and building out the motion, editing, and sound. Creative direction, art direction, and copy came from others; my contribution was shaping the visual execution and pacing into a finished piece that turns what could have been a dry policy announcement into something clean and engaging.

Partnerships

Partnership videos for Roblox’s Instagram and TikTok channels, promoting brand collaborations with Lady Gaga, Netflix, Lamborghini, Chappell Roan, Yeat, Katseye, Doraemon, and Polo Ralph Lauren. This body of work includes some of the strongest-performing content on both accounts. Yeat generated 85K reshares with a 65% share-to-like ratio, and Katseye pulled 428K likes and 3M views. Across partnerships, the content consistently outperformed account averages on both platforms.

Chappell Roan

Motion · Custom Code · Roblox Studio

 1.2M Plays · 5.57% ER  7.9M Plays · 10.52% ER

Promo video Chappell Roan's UGC emote collection, timed to her breakout as the defining pop artist of 2024–25.

Built the 3D environment, and all camera animation in Roblox Studio programmatically, since Studio has no native camera animation timeline. This approach became the standard for animated camera work across many of the social team's subsequent productions.

Yeat

Motion · Editing · Capture Direction · Custom Code · Roblox Studio

 2.4M Plays · 5.46% ER  3.1M Plays · 10.33 ER

Launch for the Yeat x Deadrails experience and UGC collection. Yeat is a rapper and producer and one of the most-streamed artists in hip-hop.

The video imagines Yeat outlaws breakdance battling Deadrails baddies. Built primarily in Roblox Studio, the piece hit a 65% share-to-like ratio.

Lady Gaga

Motion · Editing · Custom Code · Roblox Studio

Promo video for the Lady Gaga UGC and emote collection based on Abracadabra. Starting from a brief to mirror the Abracadabra music video in Roblox Studio—built the environment, 3D assets, and programming.

Lamborghini

Editing · Sound Design

 2.1M Plays · 7.02% ER  2.0M Plays

Launch video for the Lamborghini Lanzador Lab—where players customize, drive, and race the electric Lanzador concept car, virtual showroom, and u fashion items.

Katseye

Editing · Motion · Custom Code · Roblox Studio

 4.5M Plays · 10.48% ER · 428K Likes

Promo video for the Katseye UGC and emote collection partnership for the release of their song Gnarly. I built the scenes and coded camera moves in Roblox Studio.

Netflix: Nextworld

Editing · Motion · Capture Director · Sound Design

 540K Plays · 3.83% ER  1.2M Plays · 4.22% ER

Launch video for Nextworld, the Netflix experience on Roblox, showcasing in-platform activations for properties including Stranger Things, One Piece, and Cobra Kai.

Doraemon

Editing · Motion · Design

 1.2M Plays · 4.4% ER · 34.5K Shares  950K Plays · 5.20% ER

Launch video for the Doraemon, one of the most iconic media franchises in the world — a multi billion cultural institution across Japan and Asia. I owned the overall edit. motion and layout design of the comic format. 3D by others.

Polo Ralph Lauren

Editing · Motion

 448K Plays · 1.85% ER  1.2M Plays

Launch video for the Polo Ralph Lauren branded experience on Roblox. A craft-forward piece with strong visual execution and full creative ownership.

Adidas

Editing · Capture Director · Motion

 351K Plays · 2.72% ER  562K Plays

Launch video for the Adidas Outfit Creator on Roblox—an in-platform experience where players could discover and try on exclusive Adidas virtual fashion. Full creative ownership on the edit, sound, and motion.

Tentpole Events

Roblox runs a handful of large-scale platform events each year; multi-week activations that span dozens of partnered experiences, drive millions of concurrent players, and serve as the biggest moments on the social content calendar. These are campaign-level productions with cinematic storytelling, original sound design, and in some cases, custom-coded tools built specifically to pull off the creative vision. This is where the biggest swings happened.

The Hunt Mega Edition

Editing · Motion · Custom Code · Custom Tools · Roblox Studio · Sound Design

 554K–866K Plays · 2.46–4.28% ER  60K–5.2M Plays

Multi-video campaign for The Hunt: Mega Edition—a platform-wide event across 25 experiences, culminating in a live-streamed competition with a one million dollar grand prize. I built a significant amount of the work directly in Roblox Studio, including programmatically placing and animating over 200 unique avatars to create crowd scenes—a custom tool I created specifically for this production.

Projects