Email Marketing
Packaging
Video & Motion
Web
The Challenge
One launch. Many touchpoints. One connected story.
Launching Minecraft Legends meant building excitement across a wide variety of channels without losing consistency or momentum. The campaign needed to inform fans, build anticipation, and translate the game’s world across digital and physical touchpoints—from CRM and retail to influencer seeding—while making each expression feel connected to the larger launch story.
We created a channel marketing system that carried the Minecraft Legends launch across multiple channels in a cohesive way.
The work spanned large-scale CRM campaigns, retail presence, and influencer gifting, designed as an ecosystem rather than a collection of disconnected assets. Just as importantly, it translated the launch campaign into physical retail space, extending the story beyond screens and into real-world fan moments.
One standout expression was the influencer kit: a faux leather-bound tome box filled with posters, booklets, and collector items. Designed to unfold like a storybook artifact, it created a more immersive moment for select creators and fans.
The real power of the work was its range.
While the influencer kit delivered a high-touch brand moment for a select few, the larger channel marketing system drove scale—most notably through a CRM campaign that reached millions. The launch proved our ability to create connected campaigns that work both as intimate fan experiences and as high-volume communication systems built for broad reach.
Next projects.
PDP Packaging
Strategy
Packaging
Design Systems
PowerA
Strategy
Branding
Design Systems
