The Ask
How do we advertise a mobile game beyond showing game play?
Our Approach
In 2013, Barton F Graf approached us with an interesting proposal for Supercell – to create, in flesh and 3D, incarnations of the 2D characters within their mobile game Clash of Clans. Working closely with the agency we fleshed out personalities and a storyline around a base group of core characters. Overnight the film became a viral success with 5M views in under 12 hours sparking online chatter clamoring not for more games but for more content about the games.
From that single test spot, an entire entertainment franchise was born. Over the course of 6 years, Psyop has worked with BFG and Supercell to build and invent new worlds, give life and backstories to dozens of characters and, like any entertainment franchise, create new spin offs from old favorites. From the famed Liam Neeson Superbowl Spot (called the most popular spot of the game by The Guardian) to highly popular branded AR filters to a 360 video which became Youtube’s top 10 most viewed video that year to the million views each new film garners upon release, the cultural impact of Clash’s films is undeniable.
The Results
Over 200 spots, 60 characters, 3 worlds and countless environments, 165M Youtube views for #angryneeson and extensive fan engagement.
Clash of Clans: Anthem
The spot that started it all.
Clash of Clans: Magnificent 25
The follow up spot to “Anthem” where characters were used to tactically talk to a new feature of the game.
Clash of Clans: Angry Neeson
Liam Neeson + Super Bowl + 165K Youtube views. Instant hit … and very funny.
Clash of Clans: Legend of The Last Lava Pup
A unique way to engage fans on a personal level, this spot utilized actual game play from fans and revisioned it as epic stories narrated by James Cordon and Christoph Waltz within the Clash world we had created.
Clash of Clans 360: Experience a Virtual Reality Raid
Originally launched at ClashCon with an exclusive live reveal just for fans at the Clash of Clans fan convention in Helsinki, this 360-degree video garnered over 73M views on Youtube making it the most watched 360 video ever.
Clash Royale: Landscaper
Extending the Clash world to the royal arena for Supercell’s new spin-off, Clash Royale, we brought over some old favorites while inventing new ones for the fans to fall in love with (which they did)!
Brawl Stars: No Time to Explain
For Supercell’s latest franchise extension, Brawl Stars, Psyop brought in Blacklist’s Golden Wolf to create an entirely new 2D universe for this new game.
