BLDR

Our journey with BLDR began by defining the heart of their brand: bold, playful, and infinitely adaptable. Through a deep discovery process, we distilled these traits into a clear persona that informed every creative decision. This is how BLDR would show up in the world of video.

This foundation led to the 'Let's Build Something New' campaign. An invitation that encouraged audiences to explore limitless creativity through BLDR playsets. We designed every piece of content to feel cohesive yet uniquely resonant, ensuring that BLDR's personality would shine no matter the IP, audience, or platform.

To introduce BLDR's partnerships with Hello Kitty & Friends, Squishmallows, Adopt Me, and Chainsaw Man, we leaned into BLDR's chameleon-like adaptability by crafting each reveal to echo the tone of its IP. Hello Kitty's kawaii charm, Squishmallows' cozy vibrance, Adopt Me's whimsy, and Chainsaw Man's edgy intensity.

Sonic branding was key to this strategy. We composed an original BLDR theme which served as a foundation. We then reimagined it for each IP, weaving in instruments and styles like grunge metal for Chainsaw Man and soft melodies for Hello Kitty. This leitmotif approach tied everything together, reinforcing BLDR's identity while celebrating the uniqueness of each collaboration.

This campaign proved that even with diverse IPs and audiences, a cohesive vision can unify everything.

BLDR's bold, playful, and chameleon-like identity didn't just carry through; it built something new.

^{CLIENT: JAZWARES}

^{AGENCY: SSS}

^{Creative Director: Will Murphy}

^{Executive Producer: Hussain Alladin}

^{Executive Producer: Salman Sajun}

^{Producer: Regina Izquierdo Robles}

^{Associate Producer: Evan Baird}

^{TVC Director: Heston L'Abbé}

^{Director of Photography: Gabriel Brault Tardif}

^{Art Director: Eric Senecal}

^{Assistant Director: Antoine Rail}

^{Stop Motion Animator: Jeanne Bertoux}

^{Art Assistant: Alek Trépanier}

^{Art Assistant: Yves Bossé}

^{1st Assistant Camera: Cody Roland}

^{DIT: Jacob Soulard}

^{Production Assistant: Arthur Loth}

^{Production Assistant: Amel Jaloul}

^{Post-Production: Mamuth}

^{Storyboard Artist: Gavin McCarthy}