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BBH Unveils Global Brand Campaign, Live Concert and Anthem for Free Fire Game

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Director Ernest Desumbia encourages players to 'Battle In Style' for Garena's mobile video game

BBH Unveils Global Brand Campaign, Live Concert and Anthem for Free Fire Game

BBH has announced its appointment as the strategic creative brand partner for Free Fire (Garena), one of the world’s most popular mobile games, achieving a record of 150 million peak daily active users globally in August 2021.

Earlier this year, Free Fire challenged the agency to launch its first-ever global brand campaign with their new brand identity, Battle In Style. Almost one year on, BBH has unveiled not only the usual launch teaser and film, but a holistic campaign extending from an integrated brand activation to a virtual concert and a Free Fire Anthem, composed in partnership with Unisonar – all to inspire gamers (and beyond) to live every battle in style: in gaming and in life.

Kelly Pon of BBH, said: “Free Fire has the ambition to go beyond simply being a game but a bona fide brand with a purpose and belief that resonates with their gamers. Today’s Gen Z is saddled with increasing pressures and anxiety where every day can seem like a battle. We wanted to show and inspire the Gen Zs that if you can take on Free Fire’s in-game battles in style, you can take on all of life’s battles in style. Essentially, it’s about embodying a positive, authentic spirit and outlook in life while giving Free Fire  a relevant meaningful voice that sets it apart from other mobile games.”

To kickstart the campaign, BBH created a film called 'Life is a battle, battle in style'.

Directed by Ernest Desumbia, the film shows an ordinary teenager leaping between the game world and real world, as she brings her personality and style into both. It is now airing globally:

From here, BBH launched a teaser campaign on social channels hinting at something big: a live performance featuring T.R.A.P. – Free Fire’s virtual band.

Finally, it was time for T.R.A.P.’s interactive performance, live-streamed on YouTube on 27 November. Blending gameplay, 3D creation and responsive emojis, viewers could influence the performance in real-time, using live chat to vote on Moco’s dance moves or choose Kelly’s pet – two of many unexpected twists throughout the show.

After four solo performances by Miguel, Antonio, Kelly and Moco, the Free Fire gamers finally got to see the reunion performance. Conceptualised by BBH and the Garena Free Fire music team and produced by Unisonar, the anthem was created by blending four genres (country, electronic, rap and pop) over one another – the final piece in the #BattleInStyle puzzle.

Christine Ng of BBH, added: “It was the best gift for the agency when we were selected as Garena Free Fire’s global strategic creative agency partner earlier this year. We are thrilled to have embarked on this journey of brand-building with Garena, impacting every touchpoint that connects with the Free Fire audience. It’s exciting for our teams to be working with one of top most downloaded games in the world and to be able to shape the game’s brand identity from the ground up. We share common and fierce ambitions for the brand in the long-run and look forward to continuing to infuse Battle in Style into the lives of youths around the world through this partnership.”

Since ‘Battle In Style’ launched, Free Fire players clocked in 150 million ‘Booyahs’ (victories) to unlock the live T.R.A.P. reunion performance on 27 November. 

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Production Company: Filmate

Executive Producer: Priscilla He

Producer: Enzo Deng

Post Producer: Sunny Xu

Director: Ernest Desumbila

DOP: Daniel Aranyo

1ST Art Director: Oscar De Grado

Art Director: Antoni Castells

Grip: Service Vision

Service & Post Production –

Executive Producer: Eva Laffitte

Project Manager: Teseo Cuadreny

Producer: Montse Urniza

Production Manager: Marta Del Rio

Line Producer: Aldo Guenther

Coordinator: Agustin Capandeguy

VFX Supervisor: Carlos Navarro

Post Producer: Yukio Montilla

Post Production Coordinator: Marta Silva

Editor: Joâo Teixeira

Colorist: Xavi Santolaya

CGI Supervisor: Carlos Puigdollers

3D Environment TD: Carlos Martinez

Lead Lighting Artist: Juan Leon

3D Modeler, Texturing & LookDev: Joan Grassot

3D Modeler, Texturing & LookDev: Pau Reñe

Rigging: Carlos Puigdoller & Aimar Espinet

LEAD FX TD: David Berrocoso

Lead Animator: Toni García

Lead VFX Compositor: Sergi Soley

Concept Art & Matte Paint: Rafael Teruel

Audio: Fantasy Studio

Battle In Style Anthem and T.R.A.P.’s solo tracks

Music Director: Garena Music Team

Producer: Unisonar & Garena Music Team

Arrangement: Unisonar & Garena Music Team

Post-Production: Unisonar

Live Performance

Production Company: Unit9

Production Team: Katie Dolan, EP; Sara-Lee Rost

Senior Producer: Michael Orwell

VFX Producer: Adam Sargent

Graphics Producer: Ludovica Musumeci

Project Managers: Rose Hung, Paulina Pawlak

Creative director: Stephan Bischof, Maximilian Niemann

Art Director: Kacper Chlebowicz

Motion Graphic designers: Lukasz Schaefer, Bart Miko, Norbert Mikolajczyk,

Designers: Michał Jakbsze, Szymon Łucarz

UX Lead: Francesco Bagni

Tech Lead: Tobiasz Dziubinski

Sound designer: Dani Valkova

Illustrator: Sam Dunn

Choreographer: Del Mak

Assistant to choreographer: Laura Reeve

Dancers: Ashley Simon, Hannah Swift, Kane Silver, Petra Hadjuk


VFX Production: Fin Design + Effects

Director: James Chappell

VFX Director: Segundo Fernandez

Executive Producer: Emma Daines

Senior VFX Producer: ChyeYee Chow

Senior Technical Producer: Ty Curtis

Head of 2D: Joseph Tsang

Head of 3D: John Svensson

Motion Graphics Designer: Jeepeng Chow

3D and Unreal Artists: Carlos Loggiodice, Yichen Gu, Agustín Cordes, Emanuele Salvucci, David García, Oliver Cook, Stephen Davidson

Compositors / Designers: Echo Zhao, Ted Tsui, Camille Shen, XiaoXu Ran, Alison Feng, Nako Chang, Steve Shen, Allegra David

Behind-the-Scenes visuals

Director: Louis Fonseca

DP: Danny Lawson

Motion Capture: Centroid

Facility Manager: Iain Silvester

Post Production Supervisor: Gary Hewson; David Moore

Post Production Manager: Joe Ells

Streaming Partner: Flux

Producer: Ben de Montagnac

Head Of Commercials & Company Director: Chris Pleass

Office/Operations Manager: Camilla Buckthorpe

Genres: Visual VFX, Action

Categories: Gaming, Sports and Leisure

BBH Singapore, Fri, 10 Dec 2021 09:25:43 GMT