Back To The Village
BREIF
Clash Breaks Out of the Screen and Into Culture.
ROLE
Art Director, AI Designer
TEAM
Yoonseo Jeong
DURATION
8 weeks
TOOLS
Figma, Flora, Reve,
After Effects, ElevenLabs
Problem
Gen Z miss the good old days, back when they had no worries and played games with friends at home.
Solution
A nationwide Thanksgiving block party transforming real towns into Clash of Clan villages.
Case Study Video
Back to the Village.
Research
What We Discovered
Gen Z craves belonging, but the speed of internet culture makes it hard to hold onto anything long enough to build a community around it.
Everything moves too fast. Trends expire before they become memories. And the things that once brought people together- the games, the shows, the rituals of growing up, feel like they belong to a version of life that no longer exists.
Insight
People Want to Get Involved
When something becomes a cultural moment, people don’t want to miss it.
And when nostalgia is involved, that pull becomes even stronger. People are driven by the need to belong and to be “in on” a shared cultural moment.
Target Audience
Gen Z
Reaching new audiences, re-engaging former players, and celebrating those who never stopped clashing. The Netflix series opens the door for all three.
Specific: Gen Z, who grew up with games, memes, internet culture, and are digitally savvy. They value humor, personality, and shared experiences, looking for their own community to belong to.
Big Idea
A Nationwide Block Party
Back to the Village is a nationwide Netflix promotional block party that turns villages into the world of Clash of Clans.
Timed with the Thanksgiving weekend, when everyone goes home, we transformed real-life towns into immersive extensions of the game—where Main Streets become Clan Villages, local pop ups and stands reimagined with clash of clans elements, mobile Vendors selling Clash merch, and community screenings of the new series - all cut with throwback 2010s that defined the era.
Ice Cream Truck & Popsicles
