Creative Direction 

Our approach began with asking how we could further weave BGMI into the cultural tapestry of India – instead of trying to shoehorn the subcultures into the BGMI world. We wanted to attract young gamers by positioning BGMI as a game that brings people closer with excitement, friendship, and pure passion. The goal was to make something familiar and simple – but equally powerful. Next, we branched out into two lines of thought – character creation and story development. 

Story Development 

For the story or narrative, we had our ragtag crew locked into a BGMI battle, almost cornered – thus immediately dropping our audience into the heart of the action. This allowed for a fast-paced, high-energy narrative from start to finish.  

We used localized dialogues and Bollywood references to capture the excitement in its full glory. The theme of vengeance was incorporated through one character, the last man standing, who takes revenge against the enemy teams after having his own team wiped out. He single-handedly manages to eke out a victory, giving the story a heroic finish. 

Character Design & Animation

For the characters of the ad film, we created young characters influenced by the Indian ethos. This included building characters with backstories inspired by their respective local cultures and then adding a modern twist to their personas to fit an explosive narrative.

For animation and art style, we went for sharper lines and a contemporary aesthetic with a tinge of cultural hues added to each character. For the background, we used BGMI maps to truly give that in-game feel. We also incorporated BGMI through their iconic guns and vehicles, which also fit right into the setting.