Google Play Games Toolkit

Client:  Google Play Games  Agency: Omelet   Studio: State Design  Role: Toolkit Artist

Google Play Games needed a campaign localization toolkit capable of running across multiple game IPs, two OS platforms, three aspect ratios, and six messaging scripts — simultaneously! The toolkit had to be robust enough for Google’s internal teams and external localization vendors to operate it across multiple markets, without breaking creative consistency.

I was responsible for producing an After Effects toolkit, structured so any operator could produce correctly-named, platform-accurate, aspect-correct outputs without touching the underlying architecture.

Problem

When it comes to producing videos at scale, the complexity compounds fast! Without a system in place, one text change means manually updating dozens of compositions. Duplicate comps pile up. Copy-paste becomes the workflow. Errors slip in, and the more scripts you add, the worse it gets.

Every campaign update multiplies across games, scripts, OS variants, and aspect ratios. This is what that looks like.

Structure First.
Build Second

Before touching a single keyframe, the entire content architecture was mapped, understanding exactly how scripts, platforms, aspect ratios, and game titles interacted before designing the system to contain them. A key structure was that: only the Main Sequence changes between scripts. The Intro and Outro are structurally identical across variants; same animation, different game content dropped in. 

Comp Architecture

The project is structured into clear functional layers:

  • 00_Toolkit (user-facing controls)
  • 01_Renders (final assembly)
  • 02_Build (reusable systems)
  • 03_Assets (source media)

The separation keeps operator-facing controls distinct from the underlying system, making handoff to vendors predictable and reducing the risk of accidental breakage.

Versioning Process

Inspired by Zack Lovatt’s work, I built a series of “control panel” compositions, one per scene, giving the team a single place to swap assets, update copy, and preview every output simultaneously.

Outcome

Versioning a new script or game titleem a task that would typically take a full production day of manual duplication, copy-paste, and QA now takes under an hour. The control panel architecture and asset linking system mean operators spend time on creative decisions, not on tracking down which comp contains which text layer!

Credits

Creative Director: Lucho Suárez

Head of Production: Addie Stevenson

Producer: Liza Tigangui

Toolkit Artist: Desmond Du