Butterfinger & Square Enix
Role: Creative Direction, Strategy, Branding, Copywriting, and Social Media
Industry: Gaming, Candy, and Social Media
Art Director: Edwin Valle
Editor: Seth Burke
Deliverables: Branding, Integrated National Campaign and Partnership, Advertising, Social Media, OLV, Experiential, Social, and Web
An Epic Partnership and Production
In 2020, Final Fantasy VII Remake wasn't just another video game release — it was a cultural event 20 years in the making.
The challenge? Position Butterfinger as the official fuel for gamers during one of the most anticipated launches in gaming history, and do it in a way that felt authentic to a notoriously skeptical audience.
Gamers don't play around when it comes to authenticity. They can smell a cash-grab from a mile away. So instead of slapping a logo on some ads and calling it a day, we did something gamers actually care about: we gave them a real advantage.
Turning Fandom Into Firepower
Working directly with Square Enix developers, we quickly aligned on exclusive, powerful downloadable content that gave players a legitimate edge on launch day.
This wasn't just branded content. It was functional, coveted, in-game gear that made Butterfinger essential to the Final Fantasy VII experience.
We produced an epic-hero video and social cutdowns that captured the intensity and spectacle Final Fantasy fans expected, and built a comprehensive creative playbook and asset library for Butterfinger's team to fuel gamers throughout the year and beyond.
Level Up: Achieved
By respecting the franchise, understanding the audience, and delivering real value instead of empty sponsorship, we turned a candy bar into a gaming essential and established Butterfinger's credibility in a space where authenticity is everything.
