Overview
Fireflies is a vertical slice of a 3D stealth puzzle-action adventure game developed by Noctua Interactive, set within a whimsical, dark cavern environment where light is both a tool and a risk. As the Social Media Team Lead, I was responsible for building the game's entire digital presence — from brand identity and content strategy to community management and performance tracking.
This project gave me hands-on experience leading a cross-functional creative team, coordinating across disciplines in a fast-paced production environment, and designing a social strategy that aligned with the game's atmospheric tone and target audience.
My Role
Social Media Team Lead — leading a team of five people responsible for all external-facing digital content throughout the production cycle. I delegated tasks based on individual strengths, set deadlines aligned with development milestones, and acted as the point of contact between the social team and the rest of the development studio.
Process
I began by establishing a brand voice document that captured the tone of the game — eerie, atmospheric, and mysterious — and used it to guide every piece of content the team produced. From there I built a content calendar mapped to development milestones, ensuring we always had content to post while keeping reveals strategic and spoiler-free.
Communication was managed through Basecamp for async updates and Slack for real-time feedback. I ran weekly check-ins with the team and conducted a monthly performance review to track what was working and pivot where needed.
Content Samples
