Challenge
The original build delivered strong visuals but needed a leaner runtime to improve responsiveness and support traffic growth.
Case Study
ANTI-HEROES v2
Performance-oriented revamp of the Anti-Heroes experience while preserving the creative identity.
Role: Lead Frontend Engineer / Creative Tech
TypeScriptReact 19Next.js 15Three.jsWeb Audio APIGLSL
Constraints
- Creative direction had to remain intact during optimization.
- Audio-visual interactivity needed to stay central to the experience.
- Landing/engagement flow had to be simpler for campaign traffic.
Architecture
- Simplified rendering and interaction pathways to lower runtime complexity.
- Leaned feature surface to prioritize high-value interactive moments.
- Updated page flow and structure for cleaner discovery and navigation.
Execution
- Reworked heavy scenes/components and tightened visual pipeline decisions.
- Reduced friction in user journey from entry to core interaction moments.
- Revalidated on-device behavior and tuned for consistency.
Outcomes
- Stronger runtime stability and improved perceived speed.
- Cleaner user journey aligned to traffic acquisition goals.
- More maintainable code path for future campaign iterations.