Building culturally relevant, community-first brand content for a gaming-native audience.
ROLE: Creative Lead
Concept development, scriptwriting, creative direction and delivery.
Concept development, scriptwriting, creative direction and delivery.
Opera GX’s brief was to persuade mainstream gamers to switch from their default browsers to Opera GX, a browser built specifically for gaming. The challenge was to cut through a category dominated by functional, largely interchangeable products, and position Opera GX as a genuine alternative rather than just another browser.
Embracing Opera GX’s irreverent, anti-boring personality, we cast comedian and actor Eric Andre as a chaotic force aimed directly at the frustrations gamers associate with traditional browsers. The idea was intentionally confrontational, using dark humour and exaggerated violence as a metaphor for breaking away from outdated, frustrating experiences.
The campaign leaned fully into shock, comedy and cultural provocation, positioning Opera GX as the browser that actively rejects category norms and speaks the same language as its audience.
The campaign received mass coverage and press, with the community and brand pages publishing their own memes, content and reactions to Eric and Bury Boring.
TEASER
We teased the campaign on Halloween with a dishevelled Eric declaring default browsers f*cking terrifying.
ONLINE
Bury Boring lived across digital and social and went on to become Opera GX's brand identity including a choose your own adventure in-browser skin modified with an Eric Andre Bury Boring mod.
Director: Dan French
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Ads of the World: Editor's Choice
Ads of the World: Editor's Choice