Roblox isn’t a game, it’s a platform full of experiences; millions of them. It’s a place where people can play, create, socialise, and role-play whoever they want to be. 

This unique product and its unique benefits need to be advertised in a unique way. 

We’ve worked with Roblox for a number of years now, creating trailers for the platform and its many experiences, using only found and captured footage from within. These restrictions require thinking outside the box.

We approached the in-game camera feature like we’d imagine shooting a scene on a real set, capturing clips with cinematic techniques within a game environment and piecing them together to build a narrative across a large collection of Roblox worlds. We’d also consider how we transition between these experiences and pilot the in-game camera to lend itself to that transition. Each video tackled one of Roblox’s biggest selling points through the narrative and copy, the endless experiences, the potential social interactions, and simply, the fun.