Hasta La Creative!

There are fewer explosions and more dialogue in Barton F. Graf 9000’s new ads for the Clash of Clans mobile game. In the process, we see a softer, less violent side of featured character the Wizard.

In “Preparation,” he looks into his bedroom mirror, peels back his hoodie to reveal a massive black pompadour and psyches himself up for another long day on the battlefield. In “Magic,” he halts his fireball throwing in the middle of the battlefield to pull a white rabbit out of his hoodie—but don’t worry, he hasn’t turned into a kids’ party magician.

The spots have more than 6 million views each since being posted to YouTube page on Thursday. They’ll break on TV this weekend. (Last year’s 60-second spot has 22 million YouTube views.) Rounding out the campaign are five outdoor posters, each with a different character and headline. “Look into the eyes of my moustache,” says one with a close-up of Barbarian’s face, “and know despair.”

See all the work below.

CREDITS
“Preparation”
Client: Supercell
Brand Marketing Lead: Ryan Wener
Marketing Art Lead: Lauri Manninen
Senior Game Artist: Taneli Oksama
Game Lead: Tommi Suvinen
Brand Marketing: Christina Lee
Marketing and Video Artist: Red Killion
Agency: Barton F. Graf 9000
Chief Creative Officer/Founder: Gerry Graf
Executive Creative Director/Partner: Scott Vitrone
Executive Creative Director/Partner: Ian Reichenthal
Copywriter/Art Director: Kate Overholt Placentra
Copywriter/Art Director: Matt Rogers
Head of Production: Josh Morse
Producer: Erica Kahr
Account Director: Kate Faux
Account Supervisor: Michael Andreozzi
Mix: Heard City
Audio Engineer: Evan Mangiamele
Music Supervisor: Good Ear Music Supervision

“Magic”
Client: Supercell
Brand Marketing Lead: Ryan Wener
Marketing Art Lead: Lauri Manninen
Senior Game Artist: Taneli Oksama
Game Lead: Tommi Suvinen
Brand Marketing: Christina Lee
Marketing and Video Artist: Red Killion
Agency: Barton F. Graf 9000
Chief Creative Officer/Founder: Gerry Graf
Executive Creative Director/Partner: Scott Vitrone
Executive Creative Director/Partner: Ian Reichenthal
Copywriter/Art Director: Joseph Ianno
Copywriter/Art Director: Matthew Smith
Head of Production: Josh Morse
Producer: Erica Kahr
Account Director: Kate Faux
Account Supervisor: Michael Andreozzi
Production Company: Psyop
Director: Fletcher Moules, Dan Vislocky
Managing Director: Neysa Horsburgh
Executive Producer: Amanda Miller
Producer: Shannon Alexander
Mix: Heard City

Out-of-home: Barbarian, Wizard, Hog Rider, Wall Breaker, P.E.K.K.A.
Client: Supercell
Brand Marketing Lead: Ryan Wener
Marketing Art Lead: Lauri Manninen
Senior Game Analyst: Taneli Oksama
Game Lead: Tommi Suvinen
Brand Marketing: Christina Lee
Marketing and Video Artist: Red Killion
Agency: Barton F. Graf 9000
Chief Creative Officer/Founder: Gerry Graf
Executive Creative Director/Partner: Scott Vitrone
Executive Creative Director/Partner: Ian Reichenthal
Senior Designer: Matt Egan
Designer: Toga Cox Creative
Director: Dave Canning
Creative Director: Dan Treichel
Copywriter/Art Director: Joseph Ianno
Copywriter/Art Director: Matthew Smith
Head of Integrated Production: Josh Morse
Account Director: Kate Faux
Account Supervisor: Michael Andreozzi
Art: Psyop
Creative Director: Fletcher Moules
Executive Producer: Amanda Miller
Producer: Shannon Alexander
Lead Technical Directors: Stephen Delalla (3D), Matt Lavoy (2D)
Modelers: Jon Balcome, Luis Sanchez
Texture Artist: Yuo Tengara
3D Character Poses: Chris Meek, Dan Vislocky
Lighters: Stephen DeLalla, Yuo Tengara
Compositor: Matt Lavoy
Designer/Retoucher: Jacqueline Jocson, Edmund Liang
Studio: Box Graphics