Minecraft is a massive global phenomenon, and its lack of instruction is a huge reason why. Players have taught each other the game, which has helped catapult Minecraft to become one of the largest gaming communities of all time.

It's quite easy to get lost in Minecraft. Even losing your home happens more often than you would believe. So one lesson all players learn early on is to leave a trail of torches to mark a path back home. We brought this message to life in a massive scale on the approach path to LAX during the busiest travel week of the year. The installation was built at 150x80 feet on top of a parking structure, welcoming millions of fans home for the holidays.

Mini games within Minecraft

We worked with Blockwork to recreate several landmarks throughout Los Angeles, and used them as the setting for 5 unique, individual minigames. We livestreamed a playthrough of the map by 4 well-known Minecraft influencers, which was timed to match the real-world unveiling of the campaign, based in Los Angeles.

Social

#MinecraftIRL taps into this shared knowledge and brings these wisdoms to the real world through a series of social content. Each post is designed to bring one piece of wisdom to life, while also acting as an invitation for the community to share their own hard-earned lessons in real-time. 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.

Tame ocelots with salmon.

Eggs can be used as food or as a weapon.

Eat at your own peril.

You'll catch more fish in the rain.

A blanket will tame a llama.