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.

The campaign takes real players’ content and stories and elevates those stories to a heroic scale. These tales come to life across multiple media channels, which in turn generate more player content that helps feed into the campaign.

When we were briefed with celebrating Clash of Clans players’ love for the game, we dug deep into the community to find how that love manifested itself. After researching community posts on YouTube, Reddit, and game forums, we discovered a trove of incredible stories of triumph, creativity, and humanity all played out in a 2-D world. During our research, when we brought in Clashers for an impromptu chat, just the mention of an epic story triggered a cascade of other tales. In order to celebrate Clashers’ love of the game, we translated their stories into epic experiences, so that everyone could experience the magnitude of these tales being played out daily. Each video we created featured a custom end card with clips from the original player-created content that inspired it, and linked to a microsite, encouraging players to share their own tales of “Clash Achievery.”

We wanted the ever-growing global Clash of Clans community to know that they had helped make Clash something much bigger than a mobile game. By posting gameplay video, uploading static shots, and writing in Clash forums, they were documenting the great in-game moments and stories of the Clash world while highlighting the game’s inherent sense of community.