Challenge

Adapt a globally recognized young adult mystery franchise into an interactive drama. The goal was to preserve the franchise’s established characters, tone, and fan appeal while creating a narrative experience that could coexist with the television series. The project also required Episode to venture beyond its established romantic comedy format into thriller and mystery storytelling.

Approach

I led a cross-functional team in adapting the franchise for interactive storytelling, collaborating with Warner Bros. and internal product teams to develop an experience that honored the original IP while taking advantage of the interactive medium. Through multiple creative and production iterations, we developed a new visual style, cinematic animated sequences, and a narrative approach designed to deliver the suspense and mystery fans expected while supporting Episode's business model. 

Outcome

Launched through a coordinated marketing campaign with Warner Bros., Pretty Little Liars became Episode's biggest release at the time and one of its highest-monetizing stories. Its success led to the greenlighting of a second season and encouraged Episode to explore new genres. I subsequently co-led a new genre development unit, creating stories in genres including horror and science fiction.