Clash of Netflix
Clash of Netflix
Integrated Campaign
Integrated Campaign
Integrated Campaign
Integrated Campaign
Overview
Overview
Google Gemini's capabilities is consolidated into an AI workspace giving Educators the power to connect with and guide their students.
An invasion of Netlix's top shows in an effort to bring Clash of Clans into the mind's eye of pop culture in promotion of their upcoming series
My Role
My Role
Research
Art Direction
AI Design
Motion Graphics
Research
Art Direction
AI Design
Motion Graphics
Tools
Tools
Figma
Adobe CC
After Effects
Audition
Figma
Adobe CC
After Effects
Audition
AI Tools
AI Tools
Reve
Seedance
Claude
ElevenLabs
Reve
Seedance
Claude
ElevenLabs
Duration
Duration
8 Weeks
8 Weeks
Consumer Problem
Consumer Problem
Consumers struggle with the rising costs and resulting lost of community of their favorite pastimes which is turning into another stressor in their effort to escape.
Consumers struggle with the rising costs and resulting lost of community of their favorite pastimes which is turning into another stressor in their effort to escape.
Solution
Solution
In a world of endless entertainment options, Clash of Netflix turned passive comfort into active culture. By raiding the Netflix shows audiences already love and launching a counterattack inside the game, we bridge the gap between viewer and player. The result: binge-watchers became battlers, transforming familiarity into a new, participative form of stress relief.
In a world of endless entertainment options, Clash of Netflix turned passive comfort into active culture. By raiding the Netflix shows audiences already love and launching a counterattack inside the game, we bridge the gap between viewer and player. The result: binge-watchers became battlers, transforming familiarity into a new, participative form of stress relief.
Brief Challenge
Brief Challenge
Young Ones One Show Brief by the One Club for Creativity and sponsored by Clash
Young Ones One Show Brief by the One Club for Creativity and sponsored by Clash
"Clash Breaks Out of the Screen and Into Culture"
"Clash Breaks Out of the Screen and Into Culture"
Research
Research
Insight
Insight
Default to Comfort
Default to Comfort
When stress consumes our minds, the search for relief tends to add to that with the additional burden of decision fatigue. To minimize mental effort, viewers tend to default to trusted content that offer guaranteed emotional comfort and zero cognitive strain.
When stress consumes our minds, the search for relief tends to add to that with the additional burden of decision fatigue. To minimize mental effort, viewers tend to default to trusted content that offer guaranteed emotional comfort and zero cognitive strain.
Consumer Message
Consumer Message
Upgraded Content
Upgraded Content
You’ll receive premium entertainment at no cost
You’ll receive premium entertainment at no cost
Disruption
Disruption
How do we make Clash of Clans the #1 show on Netflix before it becomes a show?
The answer: Raid them!
How do we make Clash of Clans the #1 show on Netflix before it becomes a show?
The answer: Raid them!
View Full Research
View Full Research
Consumer Journey
Consumer Journey
01 — Clash Raids Netflix
01 — Clash Raids Netflix
Taking over the shows they already love, we signal Clash’s official declaration of battle on the other shows of Netflix in promotion of their own upcoming animated series.
Things looked familiar—but not quite as normal Netflix advertising was raided by Clash of Clans characters
Taking over the shows they already love, we signal Clash’s official declaration of battle on the other shows of Netflix in promotion of their own upcoming animated series.
Things looked familiar—but not quite as normal Netflix advertising was raided by Clash of Clans characters
02— Netflix's Revenge
02— Netflix's Revenge
Netflix doesn’t take Clash’s invasion quietly as they take their revenge and invade the world of Clash of Clans.
Unique character skins, maps, and more from some of Netflix's top streaming shows come to Clash and battle for glory.
Netflix doesn’t take Clash’s invasion quietly as they take their revenge and invade the world of Clash of Clans.
Unique character skins, maps, and more from some of Netflix's top streaming shows come to Clash and battle for glory.
AI Workflow
AI Workflow
Part of our research stage included a deep dive into the world of AI and its other existing tools.
In addition to seeing how we can leverage AI towards a solution, we used Gemini's Nano Banana, and other AI resources, to our advantage in bringing our vision to life.
Part of our research stage included a deep dive into the world of AI and its other existing tools.
In addition to seeing how we can leverage AI towards a solution, we used Gemini's Nano Banana, and other AI resources, to our advantage in bringing our vision to life.
Full AI Process
Eleven Labs
Eleven Labs
Reve
Reve
Photoshop
Photoshop
Claude
Claude
Weavy AI
Weavy AI
Our AI process consisted of obtaining reference images, utilizing photoshop to break them down, using Claude for prompt generation using my references, and inputting these assets into Reve to create our compositions which were used as main references across various media.
Our AI process consisted of obtaining reference images, utilizing photoshop to break them down, using Claude for prompt generation using my references, and inputting these assets into Reve to create our compositions which were used as main references across various media.
Weavy AI was used to key generate videos using their Seedance model for majority of the iterations
Additionally, Eleven Labs was leveraged in creating the voice-over for our case study you can view above!
Reflection
Reflection
Measurements for Success
Measurements for Success
Social Engagement
The total impressions, engagements, shares, audience sentiment, virality, and earned media coverage across platforms.
Social Engagement
The total impressions, engagements, shares, audience sentiment, virality, and earned media coverage across platforms.
Game Event Interaction
The amount of hero skins unlocked, map exploration completed, player participation, session length, and player return/retention lift.
Game Event Interaction
The amount of hero skins unlocked, map exploration completed, player participation, session length, and player return/retention lift.
Campaign Touchpoint Interactions
The traffic and click-throughs from OOH/Social, video completion, and overall engagement across Netflix and in-game features.
Campaign Touchpoint Interactions
The traffic and click-throughs from OOH/Social, video completion, and overall engagement across Netflix and in-game features.
Influence on Public Image
Shift in brand perception, intent to watch the series, and association of Clash with binge-worthy, culturally relevant content.
Influence on Public Image
Shift in brand perception, intent to watch the series, and association of Clash with binge-worthy, culturally relevant content.
Takeaway
Takeaway
By immersing ourselves in the psychology of gamers and binge-watchers, we identified a core problem and used this to guide every strategic and creative choice.
Staying open to feedback and presenting our ideas prevented attachment to single sparks, ensuring the final execution was stronger and that if someone unfamiliar understood it, then the real audience would too.
While AI accelerated content creation and unlocked concepts that wouldn’t be possible manually, it also reinforced the fact that real animators and artists are essential to bring ideas fully to life.
By immersing ourselves in the psychology of gamers and binge-watchers, we identified a core problem and used this to guide every strategic and creative choice.
Staying open to feedback and presenting our ideas prevented attachment to single sparks, ensuring the final execution was stronger and that if someone unfamiliar understood it, then the real audience would too.
While AI accelerated content creation and unlocked concepts that wouldn’t be possible manually, it also reinforced the fact that real animators and artists are essential to bring ideas fully to life.
