This film for Brawl Stars could easily pass for a forgotten VHS recording from the 1990s. It begins as what looks like part of a kitschy campaign for seemingly harmless keychains, but things take a radical turn when products suddenly turn on our protagonists. From there, events escalate quickly, with both children and adults being showered in darts and melted, before it is revealed that the product itself, Brawl Stars Buffies, is not at all physically available but only exists as an in-game feature within the popular mobile-only game.
The humorous and visually overwhelming film is directed by Bine Bach, produced by Copenhagen-based Bacon, and created directly with mobile game developer Supercell.
“As a client, the Supercell team is deeply involved in their own products while they also dare to take creative risks. When they came to us with this project, the idea was already quite mature, and from there it was an inspiring process of developing it further together. That led to strong creative input being allowed to live, no matter where it came from, in the process of creating the live action Brawl Stars follow-up to Steve Rogers’ Starr Park from 2020,” said Samuel Cantor, executive producer and COO at Bacon.
Brawl Stars has more than eight million monthly active users, and the game serves as the setting for tournaments with prize pools of several million dollars. In other words, there will be plenty of fans ready for the new Brawl Stars Buffies.
“It’s a dream to be allowed to go as wild in a commercial as we’ve done here. My experience tells me that some clients can be a bit hesitant about depicting cruelty against teenagers in their campaigns, but fortunately Supercell knows its own target audience so well that it was never a concern. Instead, it felt like one big playground without micromanagement and with lots of great back-and-forth,” said director Bach.
