ANIME Elsewhere, the team’s dedicated anime division also showcases the power of authenticity. Genuine anime fans, the team are a rarity - a western creative agency trusted to bring anime brands across the globe. Stacey’s experience with Japanese brands in the gaming space gained the clients’ trust, and the team have since been trusted by huge names including ADK Emotions to create original character art for the western market - something unheard of in that space. “For a Birmingham based agency to be trusted by such
massive anime brands was a real pinch-me moment” Stacey recalls. Work for Bandai Namco’s PAC-MAN has won the
team multiple awards, opening the door to more work with the Bandai team and showing how one project can change how creative is delivered across the board.
DIGITAL As digital’s part in the marketing mix increased, Lewis Bradburn joined the team to head up the growing division. His previous tenure with
Xbox.com meant Lewis brought extensive industry savvy to the growing team. “Since joining Fluid in 2018, digital functions have
exploded in size, importance in the marketing mix, technical requirements” explains Lewis. “Initially, digital was a smaller function, with the primary focus being creation of paid media. Websites became the department’s core offering, but
in recent years digital has evolved into something much broader, much more functional - and more technical. Much of the team’s work now involves full blown digital- first campaigns, and expansive tech projects like Twitch Drops systems.”
As with so many Fluid projects, initial one-
off projects soon morphed into ongoing creative partnerships. PUBG, now one of the team’s biggest ongoing clients, began as an initial single project for PUBG Partners Throwdown, back at Gamescom in 2019. “We met the team, hit it off, and the partnership
has flourished - the growth and success of PUBG, its evolution as Krafton and beyond, including recent work for Player Unknown Productions, has expanded in parallel to the services we’ve offered as a digital team. We’ve worked with them on websites, Twitch campaigns, influencer driven programs and beyond, as a real creative partnership.” Elsewhere, recent projects include a major rebrand
and corresponding launch of the Jagex website, in conjunction with the brand team, as well as regular projects for clients including Bandai Namco, Star Wars, and Tetris, and recently wish-list client Blizzard - delivering a recent website for their “Craft Your World” promotion with Pinterest. Handling not only creative execution, but tech-heavy back-end mechanics for high- traffic promotions is something of a speciality, as more and more brands build promotional mechanics around engagement across multiple platforms.
PACKAGING Fluid was first commissioned by Sony Computer Entertainment Europe in 2003 to create one of their first ever press kits for ‘War Of The Monsters’ on PlayStation 2. Neil Roddis recalls, “The brief was pretty open, so we decided to play on
the game’s B movie style and tone. We illustrated key art, producing a massive 5ft monster poster housed in a 12” slipcase with a diecut monster clawed cover, along with a press information card, game and asset discs.” Many publishers now centre their global PR outreach
around press kits, blending an exciting content delivery method with a tangiblecollectible - and more recently, an engagement tool for social media.
34 | MCV/DEVELOP February/March 2026
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