Challenge

Mobile gaming had a perception problem. For serious gamers, it lacked credibility — clunky controls, lag, and a reputation for being “casual.” Backbone, a revolutionary device that transforms any phone into a full-fledged console, was entering a space dominated by legacy brands. The brief: launch with a bold brand identity and film that would earn instant respect from the gaming community. Also, do this with a very low budget while the whole world is sheltering in place.

Insight

Gamers are tribal — and credibility is earned, not claimed. To win them over, Backbone couldn’t just say it was powerful; it had to show it could play on their level. So instead of showing familiar setups — basements, arcades, or neon-soaked studios — we realized the strongest way to prove “game anywhere” was to take gaming somewhere completely unexpected.

Idea

We created a brand as audacious as the device itself. “Game Anywhere” became a visual and verbal rally cry, debuting with a cinematic launch film shot on a working farm — the last place anyone associates with gaming. Featuring real farmers (our cinematographer’s actual family), tongue-in-cheek music video tropes, and bold graphic overlays, the work celebrated Backbone’s power to bring serious gaming to the most un-serious places.

Impact

We were able to launch Backbone as bold, irreverent, credible, and a clear match for the moment. The creative drove buzz across gaming and tech communities, positioning Backbone as the must-have device redefining mobile play.