Brawl Stars partnered with Rise to launch Mina, its first Brazilian-inspired Brawler. Working closely with Supercell’s in-house team, we shaped the creative concept and led the campaign across film, design, social, and launch. Grounded in Brazil’s music, movement, humor, and attitude, Mina arrived as more than a new character. She arrived as someone Brazil could recognize, claim, and carry forward.

So we instead of another global launch. We built one the whole country could recognize, repeat, and claim as its own.

One simple complaint opened the portal: Brawl Stars needed uma mina daora. Mina answered with ginga, rhythm, and a fighting style built to turn every match into a performance.

Mina’s language moved across film, social, creators, and public space through a visual system built from her rhythm, swagger, and movement. Every execution carried the same signal: A Mina é BR. A Mina domina.

“10M views = free Mina” turned attention into participation. Mirror Match put her in players’ hands from day one. Creators and the community carried the launch beyond the film, turning a character reveal into a countrywide celebration.

Mina entered the game. Brazil took it from there.