Social media & creative strategy
Don"t Nod
Don’t Nod needed a social media strategy for the release of Jusant, with a clear challenge: how do you translate a game built on atmosphere, pacing and an immersive climbing journey on platforms designed for speed?
The key insight was to lean into the contrast: social media is frenetic, Jusant is a breathing space.
Together with the Community Manager, we built a content direction that encourages people to take a break from the feed and step into Jusant’s fascinating, immersive universe.
We structured the approach around three complementary angles:
- Atmosphere-first content to convey the mood and sense of elevation
- Climbing-focused posts to showcase gameplay mechanics, sometimes bridging in-game and IRL
- Mystery & worldbuilding beats (the tower, traces of an ancient civilization, different biomes) to sustain curiosity over time
Why it works?
- It respects the game’s identity: calm discovery instead of forced hype
- It creates a pattern-break in the feed: slower, mood-driven content stands out
- It balances mechanics (climbing) and mystery (worldbuilding), giving multiple entry points
- Co-created the social strategy with the Community Manager (pillars, tone, angles) & developp content ideas with him across the campaign
- In-game capture and directing for gameplay moments
- Graphic design & some motion design for social assets
- Worked closely with the motion designer (who produced most video formats) to translate ideas into motion-ready outputs
Learnings
If I were to push it further today, I’d adapt more of the Jusant universe into trend-native social formats (without breaking the tone), so the content can travel further while keeping the same “breathing space” promise.
