Finding the right solution at the right time.

Unity - More than an Engine:

This campaign extends Unity’s recognition as a powerful game engine to foster greater awareness for its end-to-end ecosystem of tools and solutions throughout the game development lifecycle.

Enter Unity’s 3D, electric-analog, Rube Goldberg-inspired game-making world. Through a series of precisely timed interactions, the machine balances technicality and whimsy in a fun, energetic way to show how Unity’s ecosystem of tools offer users the right solutions at the right time.

Creative Directors: Jose Zamudio, Kyle Lane, Emily Raine

3D Agency: Cole Gram

Producer: Léo Parent

Campaign Strategy:

Level 1 (L1)

More than an engine

This campaign extends Unity’s recognition as a powerful game engine to foster greater awareness for its end-to-end ecosystem of tools and solutions throughout the game development lifecycle. An animated Rube Goldberg machine illustrates how the Unity ecosystem offers the right solution at the right time.

Level 2 (L2)

Five more moments

The ad follows the game development journey, from creation to launch to operation. Unity products and solutions keep developers’ games on track throughout the lifecycle. Five game development moments are brought to life by the machine, each with a “more” tagline highlighting the benefit that Unity products bring game developers.

More Creativity

The first of 5 unique “more” scenes, we begin the machine by following the newly created game object into the Unity editor.

Cool hues, grids and digital elements point to the creation process and create a visual distinction between the interior of the Unity engine and the rest of the brand video.

More Momentum

Exploding with force out of the editor, a representation of literally launching your game, we move out of the traditional understanding of Unity’s product suite and into the expansive world of post-launch operations.

More Connection

Continuing forward we join up with a fleet of players, working in perfect synchrony to slot into the mechanism representing the scalability, communication, and matchmaking of multiplayer connection.

More Engagement

Next to be triggered is a cascade of dominos falling in perfect form, these represent the typical user journey of a player participating in a free-to-play mobile game. However, they are abruptly stopped by a vastly different domino, luckily the ability to swap content and cater the experience to specific user demographics allows the domino to be quickly swapped as the machine continues onward.

More Pathways to Success

The ever shiny coin stands in for Unity’s monetization platform with the tracks representing a multi-facited bidding system. Users are free to choose whichever track will lead them to success. These coins are collected and ultimately, leads us to our final destination.

More than an Engine

Finally, the end of the machine is triggered revealing the wide shot of More than an Engine.

Web Experience

Crafting a brand campaign that speaks to the numerous product offerings and expanding the recognition of products outside of Unity’s most well-known one, the Editor means more than just a hero video placement. Through web, we sought to bring further explanation to each of the individual messaging frameworks by directly tying them to products and resources to encourage awareness.

Digital Advertising

Crafting a brand campaign that speaks to the numerous product offerings and expanding the recognition of products outside of Unity’s most well-known one, the Editor means more than just a hero video placement. Through web, we sought to bring further explanation to each of the individual messaging frameworks by directly tying them to products and resources to encourage awareness.

Results:

800k+ social impressions

9k+ social comments

65k unique page views

~23% click-through to product pages

Overall positive user sentiment

Additional Projects