In Brazil, gaming is expensive, so gamers cut costs where they can. That often means the chair they sit on for hours and hours is not suited for the job of keeping them comfortable and pain free. Ironically, Opella pain medication brand, Dorflex MAX, and agency, Druid Creative Gaming, offered a solution – not medication but by transforming makeshift gaming chairs into real, fully-equipped gaming chairs.
The project, Buff My Chair, co-produced by the paiN Gaming esports organisation, invited the team at Shibuya Garage, one of the world’s top names in car and motorcycle customisation, to mod the chairs of three Brazilian gamers who had been playing in completely improvised setups.
“DORFLEX MAX understands the pain of Brazilian gamers: not everyone has the perfect gaming setup. That’s why many people create their own makeshift gamer chairs using regular seating not designed for long hours of gameplay. So, we created this project to upgrade those improvised chairs to their MAX Level, turning them into true gamer chairs. This reinforces the brand’s role as a supporter of the gaming world, as well as its superior performance in relieving pain,” stated Rafael Hessel, executive creative director at DRUID Creative Gaming.
“Sharing the stories of so many players who stand out in esports, this time due to their unusual chair situations, is incredibly engaging. Especially when we see how those chairs were modified and upgraded to relieve pain and reduce discomfort during gameplay. As a company, our mission is to promote self-care, and with that mindset, we saw an opportunity to connect with this audience in the gaming universe. Our goal is to bring both together in the fight against intense pain that can arise during matches and tournaments. For us, it’s crucial to connect Dorflex with this community’s reality, with purpose, providing a genuine experience,” explained Eduardo Magalhães, CMO of Opella in Brazil.
The project also led to the creation of a web series documenting each transformation. Each of the three episodes tells the story of a gamer who, for different reasons, had to resort to unconventional chair solutions. In the hands of the Shibuya Garage team, gamers Sâmia, Vinícius, and Diego witness the radical transformation of their chairs, maximising comfort and minimising pain.
Credits:
Client: Dorflex
Client Team: Eduardo Magalhães, Vitoria Hernandez, Rafael Borges, Andressa Amaral, Giovanna Araújo, Maria Eduarda Auricchio
Agency: DRUID CREATIVE GAMING
Chief Creative Officer: Rafael Hessel
Creative Team: Vitor Camacho, João GBC, Thales Sbompatto, Thiago Toledo, Ayrton Bená
CEO: Claudio Lima
CGO: Bernardo Mendes
CSO: Bruna Pastorini
Strategic Planning: Juliana Tobisawa
Chief Client Services Officer: Mariana Nunes
Account Management: Jorge Maio, Victoria Pedroso, Lui Fonseca, Thiago Magnanini
Project Management: Leandro Silva and Gabriel Businari
Production: Jéssica Brockestayer and Luciano Carvalho
Content: Camila Cirillo
Influencer Managers: Bryan Freitas, Pauline Rocha
Motion Lead: Renan Godoy
Motion Designers: Jean Estevão, José Marcelo “Sieg” Monteiro, Gustavo Costa
Editors: Caio Mendonça, Walber Castelo
Sound Designer: Leandro Antônio
Co-Production: paiN Gaming
Executive Production: paiN Studios
CEO: Thomas Hamence
CMO: Sharis Endres
Director & Director of Photography: Giovanna Trovo
1st Assistant Director & Camera: Daniele Biase
Producer: Paula Gregório
Set Production Assistants: Beatriz Campos, Caroline Longhi
Photography & Behind the Scenes: Cristiano Fukuyama
Audio Production: Jamute
Executive Sound Producers: James Feeler, André Caminski
Sound Engineers: André Melges, Eduardo Barbosa, Marcelo Filho, Otávio Bertolo
Account Managers: Hingrit Nitsche, Kiki Eisenbraun, Carol Oliveira
Coordination: Julianna Zuppo, Letícia Nunes, Juliana Pompeu
