Changing the game of privacy for 330M members worldwide.

Online privacy plays a critical role in the rights, well-being and shared experience of literally billions of people online.

Problem: Nobody reads privacy policies. Determined to change that, Twitter invited us to reimagine privacy — a subject people deliberately avoid — into an experience people couldn’t wait to learn more about.

  • 240M
    Impressions from press 48 hours after launch
  • 3
    Months from pitch to launch

Leveling up privacy

Each level of the game was designed and inspired by Twitter’s key privacy features, woven with insights and information that playfully leveled up people’s understanding of privacy.

The art of change

With the gaming industry largely dominated by men, we partnered with visionary indie game artist MomoPixel, who infused a little bit of Twitter — and her own unique voice — into every bit of the game.

Customized for a global audience

To integrate a level of inclusion that accurately reflects the platform, we localized the messaging, artwork, and custom elements to accommodate nine different languages.

How we did it


  • Product Innovation
  • Creative Direction
  • End-to-end production
  • Original artwork
  • Original soundtrack
  • Copywriting
  • Narrative Design
  • Level Design


  • Front end development
  • QA
  • User testing


  • Concept and definition
  • Project Planning
  • Research