Background

Virtual styles get a lot of attention on Roblox. In 2023 nearly 1.6 billion clothes and accessories were bought here. To give self-expression a new form JBL Land was created - a unique space to show yourself with sound. Trouble is, sound has always been overlooked on Roblox. So players can’t visualize its potential.

Idea

A 20 minute cinematic spectacle that shows the vast potential of sound as a means for self expression - shot entirely in Roblox.

A CINEMATIC
EXPERIENCE
SHOT ENTIRELY
IN ROBLOX

The film

Compared to regular filmmaking, a Roblox movie follows totally different rules. We were restricted to using Roblox emotes for facial expressions and the Free Cam mode to shoot.

The result was an entertaining movie that stayed true to Roblox’s nature while showing players how JBL Land could be unique for every one of them.

Execution

We teamed up with creator Robuilds to direct a whole movie inside JBL Land, focused only on sound. The story followed her on a daring quest to find her sounds while overcoming significant hurdles along the way. This interplay between storytelling and game mechanics showcased JBL Land as an audio pioneer on Roblox.

To stay true to the platform, the movie only used Roblox’s nascent Free Cam features and emotes. Additionally Robuilds and her co-actors were cloned to direct and act at the same time.

20MIN

Brand
First Movie

25+M

Views

5M

Total Reach

800K

Engagements

PR