The Epic Build

Since 2012, the Builders of Clash of Clans have been the most tireless workers in gaming history. For over a decade, their non-stop labor has turned the act of construction into more than just a game mechanic, it became a daily habit for millions of players and a defining part of the Builders' very identity. In a world built on constant progress, their presence was the only absolute certainty. But as any strategist knows, breaking a long-standing habit is never easy.
"The Epic Build" is a disruptive global event designed to shatter this routine. For the first time in history, the hammers stop. Every Builder suddenly disappears from the game, leaving construction sites frozen and villages in unprecedented silence. They haven’t quit their jobs; they have simply transitioned to their most ambitious project to date: the first-ever Clash of Clans original series on Netflix.
The campaign orchestrates a narrative of mystery and global hype through a multi-layered execution. It begins with an in-game pop-up message alerting players that construction is frozen. Simultaneously, the mystery spills into the physical world. Guerrilla "Missing" posters appear in major global cities, treating these digital icons as real-world disappearances. As social media reacts to the news, "leaked" in-game videos begin to circulate, showing the Builders spotted in mundane, non-work locations far from the village.
The tension culminates in a cinematic reveal. Through an immersive in-game video and high-impact digital OOH billboards in iconic locations, the truth is finally unveiled: the Builders never stopped working, they were just building a new reality on Netflix.

Credits
Creative supervisor: Giulia Magaldi
Art Director: Alessandro Arnold, Matteo Sinopoli
Motion Designer: Carlo Renato Popescu