We grew up playing Roller Coaster Tycoon. So when it came to figuring out what these ads should be, we just asked ourselves what we would have wanted to see as fans!

The series covered four distinct angles. The crashes got their own moment, because of course they did - there is genuinely nothing more satisfying in gaming than watching a coaster you definitely designed responsibly explode in a spectacular fireball, and we made sure the ad captured exactly that energy. We dug into the game's creation story too, looking at the remarkable fact that RCT was almost entirely coded by one person, which is the kind of detail that stops people in their tracks when they find out. Easter eggs got their own treatment, rewarding the fans who knew the game inside out whilst pulling in curious newcomers. And the Switch port campaign leaned directly into the years of community demand - fans had been asking for it for so long that the comments section basically wrote the ad for us.