The Football Royale Trailer for PUBG Mobile – Turning Creative Chaos into Triumph
Project Overview
The Football Royale trailer was developed to support PUBG Mobile's high-stakes collaboration with three international soccer stars. This ambitious trailer aimed to launch an in-game event with unique monetizable items to enhance the player experience and celebrate the world of soccer.
Objective: Create an engaging, high-energy trailer for PUBG Mobile’s collaboration with three soccer icons.
Target Metrics: Outperform standard engagement with views, likes, and shares from the PUBGM community.
The Challenge
Just as production was in full swing, our team hit some major roadblocks:
First Hurdle: With one-third of the trailer already produced, the first player dropped out due to a last-minute disagreement with his soccer club.
Second Hurdle: Two-thirds into production, a second player backed out under similar circumstances.
This left only one player—Timo Werner—still committed to the project. The client's timeline was non-negotiable due to an impending patch release, which required the trailer to promote monetized in-game items. With two key figures gone, there was a serious risk of not delivering a final product in time. The stakes were high, and the client’s confidence was understandably shaken. But for us, failure was not an option.
The Creative Pivot
We needed a smart, efficient solution with deadlines looming and our team’s morale slipping. Here’s how we made it work:
Strategic Rewrite: We revised the storyline, adapting the narrative to focus on Timo Werner and PUBG Mobile’s Lone Survivor. This approach allowed us to maintain the impact and excitement of the original concept.
Resourceful Reuse: Instead of scrapping completed assets, I directed the team to reuse much of the original animation and artwork. We creatively substituted the heads and elements associated with the players who dropped out, transforming existing footage to fit the new storyline.
Streamlined Production: I worked closely with our illustrators and animators, providing clear direction on how to adjust visuals and animations without requiring a complete rework. By focusing on what was achievable within our constraints, we kept the team on track and avoided additional budget strain.
Rallying the Team: This was more than just a production pivot—it was a morale mission. My role was to lift spirits, inspire focus, and create a clear path forward amid frustration and fatigue. I provided daily briefings, actionable tasks, and clear creative direction to ensure everyone knew exactly what was needed. This constant support kept the team energized and aligned, allowing us to push through under intense pressure.
The Results
Despite the chaos, the Football Royale trailer launched on time and achieved record-breaking engagement:
Overwhelming Reception: The PUBGM community responded with incredible enthusiasm, generating:
280,000+ views (compared to the typical 5,000 views)
1,400+ likes (compared to an average of 100 likes)
On-Time and On-Budget Delivery: We met the deadline and kept the project within the original budget. The client, who would have been left empty-handed, was instead thrilled with a high-impact trailer that exceeded expectations.
Key Takeaways: This project exemplifies what effective creative direction is all about. By staying adaptive, providing strong support to my team, and focusing on solutions over setbacks, we turned a potential disaster into a high-impact success. For our client, this wasn’t just about receiving a product they paid for—it was about receiving a product they loved. And for our team, this was a testament to the power of collaboration and clear direction under pressure.
