An unexplainable, wonderful enigma. That's the best way to explain Minecraft. The biggest video game in the world, with over 100 million users. Minecraft is the second most popular topic on YouTube, second only to cat videos. All this without any instructions, manuals, tutorials, or any real indication of how to play. This was one of the main factors leading to the formation of one of the largest and most active communities around an entertainment property. This community has taken upon themselves to teach each other everything about the game, from the basics to the many secrets hidden within this enigma.
Our campaign was based around this communal knowledge within the community. These shared lessons were sometimes baffling to the uninitiated, but immediately recognizable by members of our community. The executions brought these lessons into the real world as a celebration of community and invitation to join to the few people who were not yet playing.
This was one of those great productions where we did it all ourselves. We built the props, shot the content, did the picture finishing, and audio mixing all in house.