Luna, Manny and Jax, the founders of Supercell’s monster-hunting startup mo.co universe, are recruiting. The wild campaign features exploding miniature cities, cel-animated fists through portals, real martial arts choreography, and a man eating twelve hot dogs without blinking.
The campaign consists of three POV-style short films, Luna, Manny, and Jax, each styled as a startup pitch from inside mo.co. Each piece is visually and tonally distinct, channelling the personality of its protagonist, from glitchy, live-edited montages to spoof TED Talks and VHS-filtered action reels. It’s a lovingly unhinged expansion of the game’s universe, one that exploded into fan feeds after an early leak stirred online buzz ahead of launch.
… and it’s a riot of craft, chaos, and gaming absurdity, created by agency, Callen, working with Supercell’s lore team, and directed by Agile/JOJX’s Zac Ella.
Shot primarily in-camera, the films feature live stunts, pyrotechnics, hand-built miniature sets, model cities, and prosthetic limbs. One actor was even scanned into the game engine to create a seamless virtual double. Three VFX studios worked across the project, helping embed the films with blink-and-you’ll-miss-it Easter eggs – from hot dog power-ups to colour-coded explosions debated over two weeks.
“Luna, Jax, and Manny are twenty-year-old monster-hunting startup founders and they need help. Building how they’d recruit for mo.co has been a blast. As a startup ourselves, we’ve poured our own energy and chaos into making it feel real, blurring the line between game and life. We call players ‘recruits,’ and the campaign invites them to help shape the company from the inside. The founders will ask for feedback, we’ll re-cut films in real time, and the final story will be built with the community. It’s not just a game – it’s a living, breathing start-up. And we’re just getting started,” commented Craig Allen, founder and CCO of Callen.
“It’s dense, silly, and layered on purpose,” stated Ella. “The goal was to make the films fun on the first watch – and even funnier on the fifth. It’s a fever dream, crafted frame by frame. The worlds had to feel lived-in and real, even though they’re totally surreal. Even the monsters got manicures. We went absurdly deep on the small stuff – because fans notice everything.”
Credits
Agency: Callen
CCO: Craig Allen
Creatives: Weston Bibliones & Nicole Blauw
Creative Directors: Darcie Burrell, Lawrence Melilli, Jarrod Higgins
Agency Producer: Natalie Parish
Account Director: Blake Mirzayan
Strategy: Zach Stubblefield
Client: Supercell
Marketing Lead: Byeongmin Kwon
Strategy: Andrew Clayton
Producer: Mariana Gomes De Souza
Art Director: Chris Bancroft
Brand Manager: Sean Cornejo
Production Company: Jojx / Agile Films
Director: Zac Ella
Executive Producer: Andy Eaton
Producer: Sarah Kirkby
Dop: Spike Morris
Project Manager: Rosie Pike
Service Company: Division
Executive Producer:: Rok Lunežnik
Producer: Urška Vardijan
Project Manager: Matea Lajtner
1st AD: Tina Fratnik
Post Production: Agile Post
Editors: Laurence Halstead, Natalya Holley, Joe Corrie
Grade: Alex Gregory @ Harbor
Sound Design: Ben Tomastik @ Lime Studios
Animation Production Company: Wizz
Animation Lead: CRCR
Clean & Colour: Pudoctopus
