Second Life's advertising had always relied on static ads — effective, but unable to capture the immersive, creative world the game actually offered. I led the design of Linden Lab's first-ever set of Rich Media (HTML5) ads to fix that gap.

Drawing on research into 17 Second Life communities, I designed over 40 dynamic, interactive ads built to reflect the depth and creativity of the platform itself — not just advertise it, but demonstrate it. The shift from static to interactive format drove higher engagement and helped attract new users to a platform that's hard to describe without letting people experience a piece of it firsthand.