Supercell is a mobile game maker, known best for Clash of Clans. Their newest game, Brawl Stars, is huge. Hundreds of millions of people play it daily all over the globe.

Up until now, the origin story of the Brawl universe was a mystery. Our assignment was to reveal that the game was set in a theme park; our solution was to create an elaborate and mysterious origin story for the game and let the community figure it out for themselves. This film was the climax of that origin story.

Although Brawl Stars is enormously popular globally, the origin of its characters, and even the game’s setting, has been a huge mystery and the source of much speculation online. For this campaign, we used the language and tactics of online conspiracy theories to spread information, and disinformation, all over the Brawl community. For six months we dropped clues, easter eggs and red herrings into every part of the internet and then let the fans get to work.

Using the tactics of online conspiracy theories, we spent six months dropping clues, easter eggs and red herrings to an increasingly fired-up fan base. This film was the culmination of that months-long wild goose chase. With nods to every single game character and over 250 deep-cut references, we gave the community a meaty chunk of Brawl Stars lore that they are still digesting to this day.

During a regularly scheduled game update on YouTube, Brawl’s “live” broadcast was interrupted by a mysterious Japanese-language film from an indeterminate time period. This found-footage investor video encouraged viewers to help fund Starr Park: an amusement park that would “bring people together and soothe their childhood wounds.” From rides to games to TV shows to frozen dinners to cartoons, Starr Park had it all. It also had hidden codes, ominous warnings, trapped employees blinking for help in morse code, horrifically unsafe conditions and more than a few dead people.

The film hit #2 trending on YouTube in the US and #1 in multiple other countries worldwide, adding nearly a million new channel subscribers and whipping the Brawl community into a frenzy of memes, speculations and theories that are still hotly debated to this day. Fans even created an official Google location for the nonexistent amusement park featuring hundreds of sinister reviews, 6 full months after the film’s debut. The campaign achieved a 19% increase in positive buzz, 27% increase in willingness to play the game and a 30% increase in organic mentions. And perhaps most impressively, this campaign is now canon to Brawl’s biggest fans.