60 assets in 2 days, 2M views and counting - RuneFest | NewGen
RuneFest hadn't happened in five years. When Jagex announced its return, the RuneScape community was electric! And the pressure was on to capture that energy in a way that would outlast the weekend.
[Client]
Jagex | NewGen
[Year]
2024
[Services]
Production
[Catagory]
Content
The brief: Foxy Creative was commissioned (via NewGen) to deliver 47 short-form video assets across two days of live event coverage. The content needed to do more than document the festival - it had to fuel the RuneScape community's momentum for months after the doors closed.
The insight: Gaming communities don't want polished brand content. They want content that feels like it was made by someone who gets the culture. We knew the formats that would resonate weren't corporate recaps, they were the charades, the trivia, the blind rankings, the quickfire questions that gaming creators and fans actually engage with. Interactive, personality-driven, shareable.
The execution: We filmed and remotely edited all assets in real-time across the two-day event, delivering 60+ evergreen pieces of content. The content mix included player and creator interviews, OSRS trivia, blind boss rankings, RuneScape charades, and quickfire questions — each designed for short-form social and built to sustain engagement long after the event.
The results:
→ 3M+ organic views across platforms
→ 60+ assets delivered in just 2 days (vs 47 commissioned)
→ Evergreen content library still driving views months post-event
