ジーナ・アバティエロ
アートディレクター
Building a Cozy Community
Before Palia launched, Singularity 6 put out an RFP for a creative partner to help bring their cozy MMO to life across social. The moment called for a strategy and visual world that felt soft, inviting, and truly player-first. Some games are more than gameplay; they’re comfort, connection, and home. That was the magic we leaned into when pitching Palia.
The ask: Build a social presence from the ground up that felt like an authentic extension of the game’s world.
The results
WE WON THE PITCH!!!!!
After winning the business, we launched Palia’s social presence across channels, which led to immediate community buzz and rapid growth:
Role: Art Director + Designer, Copywriter: Cailyn Wesstrom, Creative Director: Miles Stenehjem, Agency: Ayzenberg Group, Project Type: Social
As a lifelong fan of cozy farm sims, I was thrilled to help pitch for this client and then, after winning the account, from concept to production, help with launching Palia into the hearts (and feeds) of players everywhere.
Videos for social
We created snackable vertical videos that brought the cozy charm of Palia to life, highlighting key features like character customization, housing, and social play. Every clip was designed for shareability and discovery across TikTok and Instagram Reels, helping drive awareness during launch.
Static Instagram Posts
These static posts blended in-game visuals with trending formats, memes, and heartfelt nods to fan culture. Whether it was a cozy rom-com reference or a quiet moment under the stars, each post aimed to feel like it came from the world of Palia itself.
Screenshot Challenge
To spark player participation, we launched a fast-turn screenshot challenge asking fans to share their favorite summer in-game moments.
Within an hour, we began transforming standout submissions into nostalgic, travel-style postcards, each one celebrating Palia’s beauty through the eyes of its players.
It was a quick-hit community activation that blended cozy aesthetics with authentic fan appreciation.
Postcards from Palia
We transformed standout community screenshots into nostalgic, travel-style postcards, embracing the escapist aesthetic that defines the cozy genre.
