La Casa de Papel (Money Heist) — Netflix’s global hit series where each character is named after a city like Tokyo or Berlin — had never featured Istanbul, leaving a clear gap for Turkish audiences. At the same time, Free Fire — one of the world’s most downloaded mobile battle royale games — was focusing on expanding its presence in Türkiye.

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We turned this gap into an opportunity by positioning Istanbul as the main character in a cinematic crossover. The strategy was to transform a global IP collaboration into a culturally resonant local story by bridging Free Fire, La Casa de Papel, and Türkiye’s youth culture in one unified narrative. The concept highlighted Türkiye’s cultural heritage while seamlessly merging with the Free Fire universe, making it feel like a true extension of La Casa de Papel.

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With TBWA Istanbul leading the creative development and Dual Film handling the cinematic production, the campaign rolled out across TV commercials, social media, and influencer activations. It reached millions, elevating Free Fire to the #1 spot in Türkiye’s App Store and Google Play rankings.