Garena / 2023
Free Fire × Demon Slayer
An anime crossover brought into everyday public settings.
What needed to change
Give a major IP collaboration a life beyond standard launch content.
What we noticed
A recognisable anime world becomes more participatory when it appears in everyday public settings.
What we decided
Use multiple offline stunts and creator content to turn discovery into a repeated city-wide experience.
What we made
Offline stunts supported by creator and media content.
What happened
Garena published the campaign film and an official page for the collaboration.
My part
I worked with the team on project delivery following the agency’s pitch win.