Most battles in Clash Royale usually last 3 minutes. But in the last 30 seconds, things truly start to heat up, dialling the drama, action, tricker and hijinks up to the max.
DAVID New York has turned those last 30-seconds into a riveting campaign. 30 Seconds Left takes those epic moments to the next level with individual animated shorts. The campaign is made of three films, that feature 30-second animated stories to reflect the 30 second countdown that appears towards the end of a match. Each film was inspired by real Clash Royale gameplay that was picked out of hundreds of posts on social media, which were then creatively amplified into richer, emotive narratives. In honour of the original battles, the creators are included in the credits alongside their gameplay.
Players were invited to submit their own 30 Seconds Left moments for the chance to have them become new animated shorts. Over 1,200 players sent their best moments for consideration.
To truly heighten these stories, each film was crafted in a unique animation style to match the tone of the original gameplay. The first film, 30 Seconds for Revenge, was created in a hand-drawn shonen anime style, and tells the story of a popular character in the community, Larry the Skeleton, taking vengeance against an impossibly powerful opponent. To stay authentic to the form, it is voiced entirely in Japanese.
In a more heartfelt twist, the second film, 30 Seconds of Innocence, was crafted with 3D felt-textured models, and tells a story of love and sacrifice. But don’t be fooled by the adorable look, as the cute story quickly takes a heart wrenching turn.
The final film, 30 Seconds to Cross, is in a comedic black and white rubber hose style, and features two of the game’s Barbarian characters trying to carry a battering ram over a bridge. Of course, hijinks ensue.
“30 seconds might not seem like a lot, but there are so many stories to tell. We wanted to show the breadth of emotion that can come through in those last moments and tell these stories in a way that they’ve never been seen before,” stated André Toledo, chief creative officer at DAVID New York.
The campaign was crafted with three separate animation studios, each of whom is an expert in their respective style – Roof (30 Seconds of Innocence), Histeria (30 Seconds for Revenge), and Birdo (30 Seconds to Cross).
Fans can vote right now on their favourite 30 Seconds Left submission from five finalists, with the top three coming to life in the next round of films. Voting is live in-game from May 27 to June 1.
The campaign is running across Clash Royale’s social media channels, the same place that inspired it.
