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Candy Crush Saga "That Sweet Feeling" campaign

Studio: King
Role: Creative

With the advent of Candy Crush Saga's 5th Anniversary, King wanted to create a refresh campaign to reach out to both active and lapsed players and reignite buzz and interest around the game. The campaign was driven by the idea of 'That Sweet Feeling’ a player gets when making a satisfying explosive move to win a level.

As a part of the core campaign team at Brand Creative Studio, I took upon the role of a creative and was involved in the brainstorming, conceptualizing, and pitching of ideas to the various Marketing stakeholders at King. The video director and I took lead on video production, working with multiple vendors to produce multiple outputs for Social, PR, and other Digital and Web Platforms.

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GIFS/Character Animations

GIFS/Character Animations

Initially we wanted to go for a mixed media approach, with a touch of absurdity, to create the right quirky feeling. In the end, when the campaign shifted to focus on reactions, we kept to simple animations of the characters expressing ‘that sweet feeling.’

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 Production studio: Brikk

Production studio: Brikk

Birthday Booster Social

Birthday Booster Social

For Candy Crush’s anniversary, the game team created a birthday live op that centered around the very special birthday booster.

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Production studio: Eye-D Creative

Modular Gameplay Trailers

Modular Gameplay Trailers

Gameplay + Character moment + Endframe

This was the formula we created to meet the Performance Marketing testing needs, which was to have many, many creatives with different gameplay recordings while utilizing the resources we already had.

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Game Team Takeover

Game Team Takeover

The Candy Crush game team did a one day takeover of all social channels, so we created a playful promotional video to encourage the players to ask questions.

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Production studio: The Line, Goodbye Kansas

Reactions

Reactions

We had a live-action reaction shoot where we produced multiple stills and videos that we would be able to use across all digital channels.

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Production studio: Wing