Candy Crush & Friends

The biggest game launch ever, Candy Crush Friends Saga was unveiled on a world record-breaking scale of live gameplay experience in New York City.

AGENCY: M&C Saatchi Sport

Sweeter than ever

Loads of fans and celebrities gathered at Brookfield Place, Downtown Manhattan, to see illuminated and play their favourite game on a 26-story building, setting a new world record for the largest architectural projection-mapped game ever. To achieve that, we set up a mini version of the system with a single media server and projector so that we could run initial tests on how the game server and projection software would interface.

During this time, I played Candy Crush a lot in order to deconstruct the original game and create a bespoke version that would fit our canvas, built a 1:100 scale prototype for testing, supported designing visual content and oversaw the live gameplay on-site at the event. An exciting project led by Creative Director Kate Lynham.

“To work out whether Tiffi had enough fish, or to check that the Nutcracker had the right cupcake, immersing ourselves in the Candy World was essential and so the team developed a brand new language to get this job done" Kate Lynham, Creative Director