Supercell: #Boomiversary

Finnish gaming giant Supercell is unveiling a new global campaign to mark ten years of its mobile game Boom Beach. The push, called ‘#Boomiversary’, was developed in partnership with Waste Creative and in-house production studio This Thing of Ours.

Supercell has partnered with Waste Creative to develop a campaign celebrating a decade of Boom Beach, aiming to create an authentic moment which existing and lapsed fans of the game will want to be part of.

Supercell is dedicating the ten-year anniversary campaign to its fans, celebrating ‘Generation Boom’, (a nod to the fact that players call themselves ‘boomers’).

A 60-second animated film showcases a miniature diorama, with a Boom Beach scene brought to life on a one-metre cake.

At first glance, the cake looks like a memento of ten years of player achievements. However, as the sky burns red and the beach becomes a battleground, its true purpose and the mastermind behind it are revealed.

In fact, the film shows that the cake was created by Dr. T, the nefarious scientist who is the game’s primary antagonist, to celebrate ten years of player failures. Dr. T is the mastermind behind the cake, appearing perfectly framed behind the burnt wreckage of an HQ that troops have destroyed.

To create the cake that features in the film, Waste teamed up with Emma Jayne Cake Design, who turned the in-game scene into an edible reality, using gelatine for the sea, sugar for the sand and a mixture of chocolate and fondant to form the landscape, including palm trees, shrubs and rocky textures. The cake’s characters and buildings were first designed in 3D, then 3D printed and carefully painted by hand.

The cake creation was placed on a four-metre beach set, with sand-like textures carved out of polystyrene and coated in real sand.

The sky was created by lighting a wall with a gradient, while the sea was made using back-lit perspex, with cling film to add texture.

To shoot the film Waste collaborated with Clapham Road Studios, using a motion control rig with a variety of lenses to capture every angle.