SUPERCELL - CLASH Royale CAMPAIGN

Concept Development & World-Building

Concept development and world-building for Supercell's Clash franchise campaign. Brought in to create the creative vision, I developed the world-building, environmental storytelling, and set design that defined this commercial's visual direction - the final production executes this original concept.

MY ROLE & CREATIVE OWNERSHIP

As concept and set designer, I owned the creative vision from initial development through final execution:

• Creative concept development and narrative approach

• World-building for Clash universe environments

• Set design and spatial storytelling

• Environmental design supporting character-driven action

• Lighting and atmospheric direction

• Visual language balancing game aesthetic with cinematic quality

THE APPROACH

Working with Psyop's team, I developed environments that authentically translate the Clash franchise's distinctive cartoonish style into cinematic storytelling. The challenge was creating a stylized game-world that felt immersive and supported character-driven narrative while maintaining brand authenticity.

The world-building focused on environments as active storytelling elements - spatial design that enhances action, lighting that creates dramatic beats, and atmospheric details that bring the Clash universe to life beyond the mobile screen.

CREATIVE OUTCOME

The final commercial reflects the original concept and world-building I developed. From initial sketches through final production, the vision remained intact - demonstrating successful creative direction from concept through execution.

CAMPAIGN IMPACT

• Supercell Clash franchise: 240M+ active players worldwide

• 3B+ total franchise downloads

• $15B+ lifetime revenue across Clash games

• Global campaign reaching Clash of Clans, Clash Royale, and Brawl Stars communities

CONCEPT TO FINAL: VISUAL DEVELOPMENT PROCESS

Initial concept development establishing world-building approach, environmental storytelling, and visual direction for the campaign.

SET DESIGN & Environment exploration

Set design exploration - spatial planning and environmental design for key animated sequences. Developing environments that support character action while maintaining Clash's distinctive visual identity.

LIGHTING & ATMOSPHERIC DESIGN

Lighting design and atmospheric direction establishing mood and dramatic beats for narrative sequences.

Final commercial production - concept and world-building executed in final animated spot. The environments, spatial design, and visual direction reflect the original creative vision.

PROJECT DETAILS

• Studio: Psyop

• Client: Supercell

• Franchise: Clash (Clash of Clans, Clash Royale, Brawl Stars)

• Role: Concept Development, World-Building, Set Design

• Year: 2025

Franchise Scale:

• 240M+ active players worldwide

• 3B+ total downloads across Clash games

• $15B+ lifetime revenue

• One of mobile gaming's most successful franchises

Tools:

Photoshop, Blender