XBox Minecraft Campaign
Light Your Way Home.
It's quite easy to get lost in Minecraft. Even losing your home happens more often than you would believe. So one lesson all players learn early on is to leave a trail of torches to mark a path back home. We brought this message to life in a large-scale activation designed to captivate audiences during the Thanksgiving travel season.
I conceived and led the development of a 150x80 ft installation in Los Angeles, strategically placed to be visible from planes flying into the city on one of the busiest travel days in the US.
We partnered with Blockworks to recreate iconic LA landmarks within Minecraft, crafting an immersive map that served as the setting for five unique mini-games. To maximize engagement, we coordinated a livestreamed play-through of the map by four renowned Minecraft influencers, timed perfectly with the real-world unveiling of the installation. This campaign seamlessly blended physical and digital experiences, driving widespread buzz across gaming and mainstream audiences.
+28 million impressions
+6000 mini game downloads
+71,000 new followers
Campaign Extension
#MinecraftIRL taps into this shared knowledge and brings these wisdoms to the real world through a series of social content. Each post is designed to bring one piece of wisdom to life, while also acting as an invitation for the community to share their own hard-earned lessons in real-time.
Expertise that I contributed
Art Direction
Campaign Strategy
Campaign Concept
Creative Production
Visual Identity
Creative Strategy