Barton F. Graf has expanded the world of SuperCell's "Clash of Clans" far beyond the game itself, in whimsical ads that seem like episodes of animated series. But that universe just got even bigger -- it's moved into the real world.
A recent spot for the mobile game depicts a story about Clash character The Builder, the dude who's responsible for fabricating players' weapons, bases and other structures. He's gotten so fed up with seeing his magnificent creations destroyed in the five years since the game's launch, that he quits the game entirely.
After that spot first aired, mysteriously, The Builder's handiwork popped up in, of all places, New York. An 18-foot Tesla Tower, along with a statue of fellow character P.E.K.K.A., appeared in Brooklyn Bridge Park. More recently, more of his pieces emerged in London's South Bank -- two working Air Sweepers (defense structures that repel flying enemies with blasts of air) and a statue of warrior character the Barbarian. Materials in all the creations paid homage to their locations. P.E.K.K.A., for example, was made of traffic cones and a taxi hood, while Barbarian stomps on an iconic U.K. red phone booth.
Barton F. Graf Copywriter Richard Langhorne explains that the campaign is meant to celebrate the game's five-year anniversary. "We wanted to tell a story for the fans through many different types of media, that they could interact with in-game and out providing a ton of fun opportunities for them to engage in the celebration," he says. "The 'Clash of Clans' universe has so many incredible characters, and this was a great opportunity to deeper define an important one that is often overlooked."
As for what's in store for The Builder next and for how long he'll be "absent" from the game, "We don't want to give anything away, but he still has a lot of the world left to see and a lot of building to do," Art Director Zack Madrigal says. "As for how long he's gone, the only person that really knows the answer to that is the Builder."