CLIENT
Minecraft
Fergus Lynch, Director of Marketing Communications
Samuel Brody, Integrated Marketing Communications Manager
Jeff Rivait, Senior Product Marketing Manager
Lydia Winters, Chief Storyteller
Cory Scheviak, Game Developer
AGENCY
Scott Duchon, Chief Creative Officer
Brad Meyers, Creative Director
Alper Kologlu, Associate Creative Director
Ryan Riley, Strategy Director
Myco Nguyen, Account Director
Peter Goldstein, Business Director
Dylan Williams, Senior Account Executive
Akshaya Sridharan, Assistant Account Executive
Whitney Ferris, Director of Integrated Production
Nina Ulbrich, Executive Producer
Taylor Nitta, Producer
Mary Beth Barney, Director of Business Affairs
Sam Chotiner, VP Director of Strategy
Savannah Hicks, Senior Art Director
Ian Forsynth, Copywriter
Maddy Thompson, Art Director
Sound Off Films
Adrienne Hall, Executive Producer
Haimy Assefa, Creative Director
Meg Ryan, Director of Impact Marketing
Gina Papabeis, Director of Impact
Tyler Dunning, Director of Operations
Midora Takata, Operations
Isabella Montenegro, Line Producer
Sophie Morgan, Underwater Producer
Mecky Creus, Director of Photography
Tasha Van Zandt, Director
Francisco Guerrero, Director of Photography
Jawahi Bertolli, Producer/Director of Photography
Elke Bertolli, Camera Assistant/Community Outreach
SUMMARY
The Minecraft community doesn’t just want to build new worlds in the game, they want to build a better world in real life. Since the Wild Update would bring mangrove trees into the game, we decided to use Minecraft to protect mangrove trees in the real world. Through a documentary and playable custom map, the community banded together. Charity live streams generated awareness and donations resulting in more people watching, talking about, and playing Minecraft, smashing benchmarks set by previous releases.
