Minecraft

Film, social • Client: Microsoft & Mojang • Copywriting, creative strategy

What kind of social content do fans of the insanely popular sandbox game respond to the most? As it turns out, totally unapologetic irreverence—informed by a well-thought-out strategy, of course. Check out some of my favorite pieces from Minecraft’s social channels.

From grass to desert to snow to mesa, we’ve only just begun. Here’s to 5 more great years of Minecraft: Pocket Edition! pic.twitter.com/Tr9iWmlcqd
— Minecraft (@Minecraft) December 8, 2016

Don't forget to share your MINECON pics and favourite bits with the official hashtag: #MINECON2016! pic.twitter.com/OxuWINSdg8
— Minecraft (@Minecraft) September 24, 2016

Hot-headed and full of molten rock, the Lava Fiend is not to be trifled with. pic.twitter.com/FHDs2hwHtI
— Minecraft (@Minecraft) February 10, 2017

Hey, there's always next year. Happy #Valentines. pic.twitter.com/Be3fe04dZf
— Minecraft (@Minecraft) February 14, 2017

To adventure! And the open sea! But first... where are we? Find your bearings in Minecraft's new Exploration Update! https://t.co/vFMWCD2AsA pic.twitter.com/C3X0YcLhlJ
— Minecraft (@Minecraft) December 11, 2016