I make complex products clear.

I designed UX and UI for three social and content products at 12Tech. The one that broke out was TOKast — where the sound design and the audio interactions carry most of the experience, and the interface has to get out of the way. Playback, discovery, creator profiles and the whole listening loop.

It launched with a roster of well-known Israeli creators and journalists, so it had to feel finished on day one rather than beta.

I ran the visual direction and the interface across the studio's games: environments, effects, characters in-scene, and the whole look of each title — built with the developers rather than handed to them.

Heavy in-engine Unity work. I built and QA-ed the UI myself instead of describing it, which is the fastest way to find out that a layout only works in Figma. Two days a week plus evenings, as a partner in the studio.

I started here as a 3D generalist, in what was effectively a character factory: concept, modelling in Maya, rigging, texturing, animation, lighting and render, then into Unity. Dozens of heroes and environments, all of which had to read at thumbnail size on a phone and still hold up as key art.

In the last year I moved to UI artist and led a visual overhaul that lifted the whole game a level — progression, economy, the arena meta and the shop. It shut down anyway; it never made enough money. That's the part I'd want to talk about, because the work was good and the outcome still wasn't.