The Candy Crush All Stars tournament is a global event organised by King, attracting millions of players competing for a spot in the final to bring a community-driven experience to an normally casual game.

John Cena playing the role of “Candy Crush Coach” paired with Frankie LaPena, were dressed in retro inspired sporting uniforms to build excitement and competition to the upcoming event. Inspired by NFL team coaches, I designed an All Stars coach wrapped in big bold graphics which featured heavily in the digital assets, acting as a backdrop for the content. 

Together, Cena and LaPena helped drive engagement and giving the tournament high energy while blending pop culture, influencer marketing, and gaming.