Waste Creative x Supercell: Boom Beach's Boomiversary

Game anniversaries are a dime a dozen. 10-year anniversaries aren’t. Our challenge? Celebrating this milestone uniquely to do loyal fans justice. Tapping into the audience’s self-aware humour, we wanted to make a mostly Baby Boomer player base proud to be Boom Beach ‘boomers’ as well. Engaging existing and lapsed players, we tapped into nostalgia and tribalism simultaneously. At first, the cake looks like a memento for 10 years of achievements, but it turns out that the ‘baddie’ created it to celebrate 10 years of player failures. What better time to get back in the game and prove him wrong?

We turned the dynamic scene into edible reality using gelatine for the sea, sugar for the sand, and chocolate for the landscape. Each figure and prop was designed in 3D, 3D printed, and hand-painted to match the game faithfully. Yes, even the mechanic crab. We then placed the cake on a six-metre sunset gradient set. Sand textures? Carved out of polystyrene. The sea? Cling film-covered Perspex.

To create the cake, we teamed up with Emma Jayne Cake Design, who turned who turned the in-game scene into an edible reality. The cake creation was placed on a four-metre beach set. To shoot the film, we collaborated with Clapham Road Studios, and used a motion control rig with a variety of lenses to capture every angle.

The campaign came out to a roaring response from the Boom Beach community and beyond, achieving our goal of making waves!