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Candy Crush Friends Launch Campaign

Studio: King
Role: Look Development Lead, Production Supervisor, Creative

Life is sweeter with friends! Candy Crush Friends Saga is one of the biggest games coming from the Candy Crush Franchise. This is the first time we get to see the Candy characters and their world in 3D.

I was part of the core campaign team at the Brand Creative Studio, stepping into many different roles throughout the entire process including Look Development Lead, Production Supervisor, Creative, and covering as a Director and Editor when needed. We created a wealth of content covering high res 3D characters, videos, stretch ideas, campaign concepts, key arts, and loads of Performance Marketing creatives. 

In overseeing the production of these assets, I worked closely with the external production studios as well as the stakeholders from King, including the Brand team and game team, to make sure we were creating awesome and polished assets that would be used across all Marketing.

Game launch trailer

Game launch trailer

Production Studio: Aardman Nathan Love

Characters and Candies

Characters and Candies

We worked with production studio, Aardman Nathan Love, to create high res renders of the characters in various poses. In total, we produced 9 characters + 14 extra costumes, 101 individual poses and 4 group poses.

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 Just a few of the  59   candies  made…

Just a few of the 59 candies made…

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Character Development

Character Development

We received base 3D models from the game team that had to be re-worked for cinematic animation purposes.

 concept from the game team

concept from the game team

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Super Sidekicks

Super Sidekicks

Meet your new fabulous, fresh and fiercely fly friends. A team of Candy heroes that come to the rescue when you’re in a sticky situation. They’re tiny but mighty when it comes to crushing!

This animated moodboard was created to capture the initial essence of what we wanted to aim for in our creatives.

Key Arts

Key Arts

These Key Arts are graphic templates that was used across all Marketing for the campaign.

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Passion Points

Passion Points

The passion points project aimed to deliver relevant content by categorising the audience through their behavioural trends and interests. This was originally intended to be done on a much larger scale, creating a large amount of creatives that would cover a range of topics including Beauty, Food/Drink, Health/Fitness, Fashion, Film/TV, etc.

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 We ended up being tasked with focusing on two videos for two topics, Food/Drink and Beauty, for Performance Marketing testing, which meant including a lot of gameplay. I ended up taking over the project mid-way, overseeing the production and creative direction. For each video we made multiple edits to cater for different digital networks.

We ended up being tasked with focusing on two videos for two topics, Food/Drink and Beauty, for Performance Marketing testing, which meant including a lot of gameplay. I ended up taking over the project mid-way, overseeing the production and creative direction. For each video we made multiple edits to cater for different digital networks.

 Testing options for snap chat tiles.

Testing options for snap chat tiles.

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