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Multiple Projects
Minecraft Books
A multi-book partnership that brings stories to life in Minecraft—immersive worlds, emotional storytelling, and experiences that deepen the game’s lore while energizing each book launch.
Company XBOX Game Studios & Del Rey Publishing
Minecraft The Crash
Explore an adventure map based on the hit book "Minecraft: The Crash" by Tracey Baptiste. Complete challenges and explore the mansion to save your friends from the evil clutches of the endermen!
Timeframe 4 Months
Year 2019
Approach
Goal
Capitalise on the excitement surrounding the first official Minecraft story book.
Build a playable world around the release that players could fully immerse themselves in.
Seamlessly connect the physical book and digital experience without disrupting either.
Concept
Create an explorable digital world that expands the story beyond the final page.
Empower players to continue their own journey within the universe after finishing the book.
Design the experience to feel like a natural extension of the Minecraft community, not a marketing layer.
Result
Established a strong creative relationship between both teams.
Proved the long-term viability of companion digital campaigns for future releases.
Laid the foundation for a successful multi-year partnership.
Minecraft The Island
A continued collaboration with the Minecraft book team-marking the beginning of a multi-year partnership. Together, we created companion digital campaigns designed to extend each release beyond the page, ensuring marketing felt organic, community-first, and true to the Minecraft universe.
Timeframe 4 Months
Year 2021
Approach
Goal
Expand on the previous project to deliver a more cinematic, story-driven digital activation.
Support the book launch with an experience that feels organic, immersive, and community-first.
Concept
Build a fully explorable world infused with cinematic moments and narrative pacing.
Translate the book's story, tone, and stakes into gameplay that brings the written word to life.
Result
A successful marketing activation that supported the book's release.
Natural, organic reach driven by community engagement.
A story-led experience that connected players to the book's world beyond the page.
Minecraft The Mountain
Our 3rd collaboration within the world of official minecraft books - building upon an ever expanding world of characters and lore whilst enticing players towards the booker and attracting the readers to the digital activation.
Timeframe 4 Months
Year 2021
Approach
Goal
Amplify excitement around the book launch through an immersive, digital-first experience.
Transform the book's world into a fully explorable universe players can step inside.
Drive curiosity and emotional investment that leads audiences toward owning the book.
Concept
Expand the narrative beyond the page by building a rich, interactive digital environment.
Reframe the book launch as a cultural moment for the community, not just a release.
Design a seamless, story-led journey that immerses players while naturally guiding them toward purchase.
Result
A highly successful partnership that surpassed one million downloads.
Widespread organic engagement driven by creators and communities.
Strong social amplification across YouTube and Instagram.
