JBL Revolutionizes Roblox Entertainment with Popular Creator, Robuilds, for First-Ever Roblox Brand Movie

Harman Newsroom

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JBL Land, which just opened its doors in February, is breaking new ground in digital entertainment with the first-ever brand-produced Roblox movie. Collaborating with popular Roblox creator Robuilds and social media agency GoSpooky, JBL ventures into the metaverse to bring audiences a captivating cinematic experience like never before.

Lauched on March 19th, the JBL Land Movie filmed entirely within the immersive world of JBL Land explores themes of self-expression and creativity through sound. Scripted and directed by US-based content creator Robuilds, the JBL Land Movie sees the lead character, Robuilds, tour JBL Land to find her unique sound identity while overcoming many dynamic challenges along the way.

“While young filmmakers are amassing millions of followers with self-made movies on Roblox, marketers have yet to follow suit. JBL is proud to produce the first brand movie in Roblox", said Daniel Lee, CMO at JBL. “We are delighted to work with Robuilds as the film Director; She is a prominent voice on Roblox, and she breathes our brand ethos of self-expression as she creates her unique journey finding her own sound identity.”

In the movie, Robuilds searches for her own sound so she can play it out loud on the Grand Jukebox for all the land to hear. She meets many strangers along the way, both friends and foes, while also overcoming big challenges like the temporary loss of her hearing. In the end, her sounds are cheered for throughout the land, as tragedy gives way to a heartwarming conclusion. For the movie, Robuilds and JBL invited four of her biggest fans from Discord to help play supporting characters.

"Collaborating with JBL to direct the JBL Land movie which is set within JBL Land on Roblox has been an exhilarating experience. As a creator deeply entrenched in the Roblox community, I'm excited to bring my unique perspective to this project and showcase the endless possibilities for self-expression and creativity through Sound. It's been inspiring to collaborate with JBL, and I can't wait for audiences to experience the unique fusion of audio and digital storytelling we've crafted," said Robuilds.

The film utilizes Roblox’s Free Cam features to capture dynamic zooms, close-ups, and experimental angles, ensuring a cinematic experience that stays true to the platform’s nature while showcasing the uniqueness of JBL Land to viewers. The JBL Land Movie will be released in three segments on TikTok, Instagram, and YouTube, inviting audiences to immerse themselves in the captivating narrative and vibrant world of JBL Land. Through dynamic storytelling and innovative filmmaking techniques, the movie aims to redefine audience engagement and brand marketing in the digital realm.

“We’re extending what’s possible on Roblox,” said Tim van der Wiel, co-founder at GoSpooky. “The JBL Land Movie is both a technological and communications achievement.”

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About JBL

For over 75 years, JBL has shaped life’s most memorable moments at the intersection of music, lifestyle, gaming and sports. JBL elevates listening experiences with superior audio quality and product designs that encourage individuality and self-expression. With unmatched professional credentials and industry-leading innovation, JBL is a trailblazer in the audio industry because of passionate and talented engineers and designers around the globe. JBL Pro Sound is the foremost technology pushing culture forward through major pop culture events and partnerships with the world’s top talent across music, sports and esports.

About GoSpooky

GoSpooky was founded in 2015 when Tim van der Wiel and Liam Tjoa, 15-year-old Dutch technologists saw opportunity in major brands’ non-fluency in Snapchat. The agency has become the go-to for social media platforms and major brands looking for the engineering ability to realize groundbreaking concepts. Named Agency of the Year at the 2022 SAN Awards, GoSpooky now creates global activations and campaigns from offices in Europe and the U.S.