Developer: Magic Tavern
Publisher: AppLovin
Platform: Mobile (iOS/Android)
Role: Lead Game Writer
Genre: Drama/Comedy
Format: Match-3 puzzle game
Release Date: November 2020
Time on Project: December 2019 – December 2021
More info: projectmakeover.com
Give desperately needed makeovers to help people achieve their dreams! Choose highly fashionable clothes, hairstyles, makeup, and even furniture! Deal with dramatic characters like egotistical fashion icons, scheming assistants, or stubborn clients in dire need of a new wardrobe. Play challenging fashion-themed puzzles to help find that perfect look!
Released in November 2020 on iOS and Android platforms, Project Makeover immediately became the number one free puzzle and simulation game in more than 160 countries. Since the app’s release, it has been featured countless times in Apple’s iOS App Store.
Project Makeover Accolades:
- 12 million downloads within in 15 days of release (November 2020)
- Reached 100 million downloads worldwide in August 2021
- Reached #1 on iOS top free games, top puzzles, and top simulations
- Project Makeover has remained a staple of iOS’ top free games and highest grossing games charts (top 15) from Since its release
- Project Makeover was nominated for “Best Game” in the annual Best of Google Play awards
- At it’s peak, Project Makeover was downloaded more than popular non-game apps including WhatsApp, Instagram, Zoom, Facebook, and TikTok
As Lead Game Writer from December 2019 to November 2021, I was responsible for writing…
Makeovers!
During the game, players complete Match-3 puzzles to earn coins which are then spent to improve a guest’s style and self-confidence, helping them to overcome whatever physical or mental roadblock is preventing them from living their best life.
I wrote more than 40 makeovers, including all dialogue for the regular cast of characters and their guests.
See the video examples below to see the makeovers—and my dialogue—in action!
I’ll also spotlight a few lines of dialogue from one of my personal favorites, Episode 18: Throwing in the Towel, in which the player helps a former championship boxer to revitalize her style and her gym in order to bring in new clients.
• • •
Below are some additional dialogue samples from Episode 29: Fallen Star, in which a former singing sensation needs help re-finding his voice.
• • •
On Project Makeover, we never shied away from puns, as evidenced in Episode #27: Fish Out of Water, during which the player helps a marine biologist prepare her look and her office for a big promotion:
Backstage Dramas!
These optional stories, unlocked by players as they progress through levels, deepen the story of Project Makeover, allowing the cast to interact in new, exciting, and oftentimes dramatic ways!
I wrote more than 30 of these backstage dramas while expanding the cast with new characters and putting them into even crazier situations!
Check out the video below to see one of the backstage dramas, Breaking News, in action!
These Backstage Dramas run between 3-5 scenes, with each chapter ending on a dramatic cliffhanger. Below are some specific pieces of dialogue that I enjoyed writing for these zany ministories.
• • •
User Interface Text!
Additionally, I was responsible for crafting all player-facing text for the game, which included Blueprint text to establish a plan for setting up each guest for a successful makeover…
Preview screens for each new character…
Thank You letters from the characters that share what happens after the makeover has ended…
And Release Notes to notify players of new game updates and features.
IP Crossover!
In April 2022, Project Makeover launched its first major crossover with Netflix’s blockbuster Queer Eye show. During these special makeovers, the Fab 5 took the place of Project Makeover’s main characters, helping the player to create a fabulous look for a guest.
I served as lead writer for the event, crafting all dialogue for the Fab 5 personalities—Jonathan Van Ness, Bobby Berk, Karamo Brown, Antoni Porowski, and Tan France.
PocketGamer.biz broke the news of the partnership on April 20, 2022: https://www.pocketgamer.biz/news/78634/magic-tavern-queer-eyes-project-makeover/
“We’re thrilled about this partnership with Magic Tavern and can’t wait to see what fans come up with alongside Bobby, Tan, Karamo, Jonathan, and Antoni.” – David Collins, Scout Productions CEO and Queer Eye creator
Below: Queer Eye special event introduction as presented in-game, written by Wes.
Wes Locher 