Supercell

brawl stars launch

For the global launch of its new game, the Finnish mobile developer needed to match the massive success of past titles, Clash Royale and Clash of Clans, while establishing a distinct identity in a saturated space. Videos across YouTube, Instagram, Facebook, and TikTok introduced the game’s colorful cast of characters and unique brand of instant mayhem.

In its first week, the game topped both the Apple App and Google Play charts in 20 countries, while boasting 15 million downloads and earning over $10 million. Meanwhile, our social launch video garnered over 2.3 million views on Facebook.

To build on that momentum, we created one of TikTok’s first UGC campaigns—inviting the upstart platform’s global community to dance along with characters to Smash Mouth’s “All Star.” Unfortunately, Smash Mouth denied our invitation to re-record the song as “Brawl Star.” But users did submit 66,000 dance videos, culminating in 559 million total video views. Hey now!

Oh, and I also composed and produced a Christmas carol. 

Roles: Creative Direction, Writing