BLDR

Our work with BLDR began by defining the heart of the brand: bold, playful and infinitely adaptable. Through a discovery process, we turned those traits into a clear persona that informed every creative decision. This is how BLDR would show up in video.

That foundation led to the 'Let's Build Something New' campaign, an invitation to explore what you can make with BLDR playsets. We designed every piece to feel connected while fitting its own IP, so BLDR's personality came through whatever the IP, audience or platform.

To introduce BLDR's partnerships with Hello Kitty & Friends, Squishmallows, Adopt Me, and Chainsaw Man, we leaned into BLDR's chameleon-like adaptability by crafting each reveal to echo the tone of its IP. Hello Kitty's kawaii charm, Squishmallows' cozy vibrance, Adopt Me's whimsy, and Chainsaw Man's edgy intensity.

Sonic branding was key to this strategy. We composed an original BLDR theme which served as a foundation. We then rearranged it for each IP, adding instruments and styles like grunge metal for Chainsaw Man and soft melodies for Hello Kitty. This leitmotif approach tied everything together, reinforcing BLDR's identity while celebrating the uniqueness of each collaboration.

4 very different IPs and audiences, held together by one campaign idea.

BLDR's bold, playful, chameleon-like identity carried through every launch.

^{CLIENT: JAZWARES}

^{AGENCY: SSS}

^{Creative Director: Will Murphy}

^{Executive Producer: Hussain Alladin}

^{Executive Producer: Salman Sajun}

^{Producer: Regina Izquierdo Robles}

^{Associate Producer: Evan Baird}

^{TVC Director: Heston L'Abbé}

^{Director of Photography: Gabriel Brault Tardif}

^{Art Director: Eric Senecal}

^{Assistant Director: Antoine Rail}

^{Stop Motion Animator: Jeanne Bertoux}

^{Art Assistant: Alek Trépanier}

^{Art Assistant: Yves Bossé}

^{1st Assistant Camera: Cody Roland}

^{DIT: Jacob Soulard}

^{Production Assistant: Arthur Loth}

^{Production Assistant: Amel Jaloul}

^{Post-Production: Mamuth}

^{Storyboard Artist: Gavin McCarthy}