Minecraft: Ice Cube Claims Adjuster

9.0

Media Type:

TV TV

Brand

brand

Agency

agency

Country:

Sweden

Industry:

Games, Toys

Minecraft is a game about creation and destruction. Millions of players spend hours mining, crafting, and collecting, only to have it all come crashing down. To help players reclaim what they have lost, AKQA and Minecraft partnered with the original cube, Ice Cube, for a social-first campaign. Six native films feature Ice Cube in his most unexpected role yet: Minecraft’s first Insurance Claims Adjuster, waiting in his 'Ice Cubicle' to review cube-related mishaps. The campaign launches with a call for the community to submit their own Cube Claims, followed by films featuring five gaming creators and live brand reactions to fan submissions. Each claim is judged by Ice Cube in over-the-top, absurd ways that reflect Minecraft’s quirky, creative spirit.

Credits

Advertising Agency:

AKQA

Group Creative Director:

EB Davis

Associate Creative Director:

Cam Giblin

Design Lead:

Forrest Fain

Copywriter:

Ted Masterson

Senior Motion Designer:

Allan Langer

Executive Producer:

Liz Jones

Executive Producer:

Thomas Martin

Executive Business Director:

Ed Davis

Program Director:

Grant Skalak

Senior Project Manager:

Alex Clewell

Group Strategy Director:

Adam Zeller

Director, Social & Influencer:

Sean Flanery

Senior Social Lead:

Anthony Toczek

Senior Manager, Licensing & Partnerships:

Rebecca Miller

Senior Creative Director:

John Yamamoto

Producer, Franchise Creative & Design:

Ani Grey

Senior Art Lead:

Joule Garvin

Edit/Post-Production:

Uncles Unlimited

Editor:

Joe Stakun

Editor:

Dan Colanduno

Post Producer:

Joanie Arbogast

Assistant Editor:

Evan Smith

Colorist:

Bossi Baker

CCO:

Andrew Sherman

EP:

Annick Mayer

ECD:

Tim Kvasnosky

Sr Producer:

Stone Irr

Associate Producer:

Kriston Poindexter

Composer:

Dan Zank

Date:

August, 2025

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