To an outsider, Clash of Clans might look like a bunch of tiny characters running around on the screen of a phone. But to the players, the moments being created every minute of every day are epic tales worthy of sharing. So we took real social and community posts and retold them in the legendary scales these epic tales deserved.

Our integrated campaign retold the true tales of epic Clash battles from the players themselves, launching with a cinema piece that opened before the premiere of Star Wars: The Force Awakens. We then paired this spot with the corresponding gameplay footage that inspired the story, uploading both videos side by side on YouTube. Massive murals portraying real in-game events were unveiled in London and New York City. We then created a website where Clash players could upload their own tales. We used these stories to create new TV spots, illustrating that the Clash of Clans community creates the mythology of the game itself.

The campaign videos collected over 67 Million views. But more importantly, it showed Clashers how truly epic their accomplishments really were, and reminded them that every day, they could create mythic stories just by playing the game. And helped Clash of Clans stay atop the rankings in the app store.