Burger King x Free Fire — Building a partnership that went from the screen to the real world.
CREATIVE CONCEPT
When Burger King and Free Fire came together, the challenge was clear: how to translate a game with millions of players into a physical, real-world experience that felt authentic, relevant, and memorable, without losing the essence of either brand.
I worked as Creative Director throughout the partnership, collaborating closely with multidisciplinary teams and directly with Zamp’s team, from the early creative decisions to the final execution of the project.
The goal went far beyond launching a themed combo. We set out to create a 360° brand experience, capable of connecting the gamer audience both inside and outside the game. This meant designing the partnership as a complete ecosystem, physical, digital, and emotional.
DEVELOPMENT
We began with the visual foundation of the campaign, where I led the development of the themed packaging and actively participated in professional photoshoots, ensuring that every detail translated the Free Fire universe through Burger King’s visual language. In parallel, I was involved in the creative decisions around store design and visual experience, with special focus on the Avenida Paulista flagship store in São Paulo, traditionally transformed for major brand collaborations.
This location was fully redesigned to become an immersive extension of the game world. From the exterior to the interior, we created environments inspired by Free Fire’s maps and iconic elements, including scenographic structures, direct visual references to the gameplay, and interactive touchpoints designed for the audience. The intent was for players to immediately recognize the game — and for non-players to be invited into that universe.
RESULTS AND AWARDS
Beyond the physical experience, I also worked on the development of in-game items, blending Burger King’s identity into the game in an organic and engaging way, strengthening the brand’s presence within the digital environment and amplifying community engagement.
The campaign delivered strong results: the Avenida Paulista store recorded one of the highest footfalls of the year, the themed combos became some of the most consumed during the campaign period, and the Free Fire community response was overwhelmingly positive. The partnership was also recognized by the industry, winning Best Brand Activation / Promotional Campaign at the 2023 Licensing Con Awards.
This project highlights my approach to building integrated brand experiences, where strategy, storytelling, and execution come together to create meaningful impact — both in the physical world and in digital spaces.
