Expanding the Minecraft Universe

My Role: Creative Lead.

As Creative Lead for the Minecraft team my responsibility was to oversee the creative side of the project. From winning the client, strategic development, guiding the creative team through the different phases of the project making sure the final delivery lived up to the expected outcome and follows creative guidelines & quality - whilst  aligning with our budget. 

Our task was to expand the Minecraft Universe and as Mojang’s digital partner in crime, we’ve been working to create a unified entertainment experience in their social channels.

For those living on the moon. Minecraft is a game of limitless possibilities as you build, mine, battle mobs, and explore infinite worlds. There are no rules. There is no end. It doesn’t come with a set of instructions, or a stated objective and the backstory and lore is almost completely shrouded in mystery. Instead, players get to have and create their own adventures and experiences with an unprecedented level of creative freedom.

So how do you cater to such a broad range of fans to the franchise and especially if everyone has their very own set idea of what Minecraft is?

We developed a number of recurring themes, that all players, new or seasoned, can identify with. Whether it’s whimsical situations to find oneself in, prompting to play the game in a certain way or learning something entirely new, our content shows the audience all the different aspects of Minecraft and provides them with the tools to have the greatest in-game experience. 

We treat the process of bringing our animations to life as something born out of Pixar Studios. From written idea, to storyboard, animatic and final touches, we ensure that all visual expressions in the final product are pushing the boundaries of how beautiful a pixelated block could look like, while staying true to the brand.