Client Project - Questify
AI-driven animations, treasure hunts and educational game kits bringing the Palace of Culture in Iași to life for the young generation.
AI animation design · Character & game kit design · Behavioural research · Campaign & social strategyThe Brief & Challenge:
Addressing low national educational engagement scores, Questify set out to make historical learning interactive and accessible for children and teens. The objective was to unlock the Palace of Culture's heritage assets by creating modern, tech-driven experiences that capture young audiences' attention while driving foot traffic to the institution.
The Creative & Tech Strategy:
To bridge traditional art with digital-native preferences, the project implemented two core initiatives using AI tools and audience research:
- AI-Driven Museum Animations (Animuz): Designed and produced AI animations using tools like Ideogram and OpenArt to bring classic gallery paintings to life. Visitors unlock these interactive animations on-site via QR codes, creating an engaging digital layer over physical exhibits.
- Behavioral Design & Narrative Kits (Muzquest): Conducted behavioral analysis on Romanian youth to design age-appropriate characters, game formats, and cohesive color palettes—blending deep blues, greens, and golds from the palace's heritage branding.
- Tactile Engagement & Incentives: Developed physical adventure kits complete with decoders, secret letters, and historical logic missions. Introduced a tangible reward ecosystem, including collectible cards and local partner vouchers, to sustain long-term player motivation.
Campaign Execution & Growth:
Beyond product design, the strategy focused on national visibility and digital acquisition channels:
- Media & PR Impact: Advising on launch and press strategy helped secure coverage across national news outlets, including RFI Romania, Observator News, and BZI.
- Paid Social & Testing: Designed social media assets and implemented a Meta Ads A/B testing framework to optimize visual creative, messaging hooks, and campaign ROI.
- Community Initiatives: Expanded the project model to include summer cultural adventure sessions and large-scale treasure hunt events within the palace grounds.
Strategic Takeaway:
This project demonstrates the power of combining data-informed behavioral research with emerging AI creative tools to modernize heritage institutions. It balances high-level audience analytics with tactical product delivery, proving that educational initiatives can achieve commercial success, media reach, and genuine youth engagement.
