Expanding the Minecraft Universe

As Mojang’s digital partner in crime, we’ve been working to create a unified entertainment experience in their social channels.

A blockbuster

It’s considered by many to be the game of its generation. An international phenomenon with nearly 200 million copies sold. And unless you’ve been living on the moon, you probably already know these things.

For those living on the moon

Minecraft is a game of limitless possibilities as you build, mine, battle mobs, and explore infinite worlds. There are no rules. There is no end. It doesn’t come with a set of instructions, or a stated objective and the backstory and lore is almost completely shrouded in mystery. Instead, players get to have and create their own adventures and experiences with an unprecedented level of creative freedom.

Finding common ground

So how do you cater to such a broad range of fans to the franchise and especially if everyone has their very own set idea of what Minecraft is?

We’ve developed a number of recurrent themes, that just about every player, new or seasoned, can identify with. Whether it’s whimsical situations to find oneself in, prompting to play the game in a certain way or learning something entirely new, our content shows the audience all the different aspects of Minecraft and provides them with the tools to have the greatest in-game experience.

Edutainment

Designed to educate as well as to amuse, these simple stories put you in the know when it comes to tackling a certain situation, expanding on uses of blocks and items or how a mob behaves when you “accidentally” poke your sword in their side.

Common fails

Whether it’s basking in someone else’s misfortune or seeing your same mistakes being repeated, failing is a common denominator for all players alike. With limitless ways to play the game comes infinite ways of failing. Hopefully, this theme can save some poor soul out there.

Field notes

The Field Notes theme takes a page from notes recorded by scientists or researchers in the course of field research. It teaches our audience how an item is crafted or where it can be found. Did you know that turtle shells let you breathe a little longer underwater? Or that fireworks give a boost to your Elytra? No? Didn’t think so…

From storyboard to visual galore

We treat the process of bringing our animations to life as something born out of Pixar Studios. From written idea, to storyboard, animatic and final touches, we ensure that all visual expressions in the final product are pushing the boundaries of how beautiful a pixelated block could look like, while staying true to the brand.

The final step before we jump on producing the scene in 3D is to make an animatic. Put simply, an animated storyboard to get a sense of a finished piece of moving image.

Lost at sea

Et voilà-la-la, the final post is born! From sketch, to storyboard by way of animatic; we stress the importance of bringing a map and compass while going boating. Or find yourself like Steve does here – forever lost at sea.

For your viewing pleasure

We’re gonna leave you with some fancy statistics and some of our favorite comments on all the hard work that we’ve done. Thanks for playing.

1,7M

organic reach for best performing post

11,2%

organic engagement rate for best performing post

Creative

Copywriting

Art Direction

Creative Direction

Design

Visual Design

3D Animation

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Oh my! Such art!
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