Spring to Life
CREATIVE WRITER| SPRING 2025
- Writing and directing the animated trailer with Seung Sung
- Naming of the drop (through a serious of workshops)
- Comms strategy + copy libraries
- Player narrative
- A series of articles and feature writeups
Spring to Life was Minecraft’s first game drop of 2025, adding several cute new animals and immersive features to the game. But without high stakes or dangers, how do you create enough friction to carry a trailer script?
We decided to tell this story through a different lense. Because, while Minecraft players always have somewhere to go, something to mine, or someone to fight, there are others who don't get scared when the sun goes down and who are experts at doing exactly what the Spring to Life drop is about: enjoying your surroundings. Ahem, even if they are on fire...
Watch the trailer on YouTube
Articles:
Release article
Testing features pt I
Testing features pt II
Testing features pt III
Testing features pt IV
Testing features pt V
Soothing Scenes: Spring to Life