Design leadership for India's first organised rummy championship — turning a stigmatised game into a national, ceremonial event built to earn legitimacy.
How do you legitimise a game long stigmatised as gambling — for an audience that doesn't speak English, in a market that had never seen organised rummy tournaments? The brief was three launch videos (teaser, in-app explainer, final explainer); the real job was to signal that this was a national championship, not another mobile-game promotion, and to drive registrations.
Framed IRG as a national championship rather than a mobile-game promo — breaking the gambling stigma through premium, ceremonial craft instead of flat, functional motion graphics.
A gold, purple and maroon palette with ornate filigree and carved detail; a symbolic crown, the real winner’s medal and throne-room environments rendered in 3D to feel physically real.
For a non-English audience, the visuals carried the weight — walking viewers through the throne, the crown, the tri-colour medal and the national stage so they felt the legitimacy before reaching the registration screen.
The launch film and the 3D world behind it — built in Blender, After Effects & Adobe Substance over a five-week timeline: royalty, filigree and physically-real objects.
3D render
Making of · drawings
Key art
Key art