Buff My Chair

DORFLEX MAX, a 100% Brazilian brand owned by Opella, Sanofi's Consumer Healthcare business unit, truly understands the pain gamers go through—especially the pain of not having the perfect setup. Now, the brand has launched the “Buff My Chair” project, an initiative that helped three Brazilian gamers transform their makeshift gaming chairs into real, fully-equipped gaming chairs.
Created in partnership with DRUID Creative Gaming and co-produced by the paiN Gaming esports organization, DORFLEX MAX invited the team at Shibuya Garage—one of the world’s top names in car and motorcycle customization—to mod the chairs of three Brazilian gamers who had been playing in completely improvised setups.
“DORFLEX MAX understands the pain of Brazilian gamers: not everyone has the perfect gaming setup. That’s why many people create their own makeshift gamer chairs using regular seating—not designed for long hours of gameplay. So, we created this project to upgrade those improvised chairs to their MAX Level, turning them into true gamer chairs. This reinforces the brand’s role as a supporter of the gaming world, as well as its superior performance in relieving pain,” says Rafael Hessel, Executive Creative Director at DRUID Creative Gaming.
“Sharing the stories of so many players who stand out in esports—this time due to their unusual chair situations—is incredibly engaging. Especially when we see how those chairs were modified and upgraded to relieve pain and reduce discomfort during gameplay. As a company, our mission is to promote self-care, and with that mindset, we saw an opportunity to connect with this audience in the gaming universe. Our goal is to bring both together in the fight against intense pain that can arise during matches and tournaments. For us, it’s crucial to connect Dorflex with this community’s reality, with purpose, providing a genuine experience,” says Eduardo Magalhães, CMO of Opella in Brazil.
The project also led to the creation of a web series documenting each transformation. Composed of three episodes, each one tells the story of a gamer who, for different reasons, had to resort to unconventional chair solutions. In the hands of the Shibuya Garage team, gamers Sâmia, Vinícius, and Diego witness the radical transformation of their chairs—maximizing comfort and minimizing pain.