Free Fire x Anitta

Squad

Supporting in-game inclusivity and representation.

Insight

As the most downloaded mobile game in 2020 and 2021, Free Fire offers a unique platform to inspire change.

To open the inclusion and representation of female and LGBTQIAP+ players, Free Fire partnered with global chart-topping singer Anitta and worked with the AKQA Casa studio in Brazil.

Idea

Anitta is the first female celebrity to turn into a playable Free Fire character, using the nickname her fans call her, The Boss. Along with the character, several exclusive in-game items and skins are released.

Working with L.A. scene director Christian Breslauer, a new single, Squad, announces the partnership with a music video to portray the Boss' epic arrival in the game.

Four women in colorful, edgy outfits pose confidently inside an airplane hangar, standing in front of a large aircraft and surrounded by industrial barrels and crates under dramatic lighting.

Featuring six of the greatest Free Fire streamers and pro players, the music video is full of easter eggs and hidden coupons giving out free in-game items.

Impact

With over 2.5M views in less than 24 hours, the video and partnership hit the headlines, exciting pop fans and gamers across Brazil.

Anitta’s dance moves in the video became TikTok trends, and the partnership inspired a tournament to promote new female Free Fire players. The Boss’ Cup is broadcast live nationwide on a free-to-air TV channel.

Most importantly, it shows that gaming is for everyone and Free Fire’s dedication to inclusivity.

3.3b views on TikTok
45% female professional teams in Brazil
A woman with green hair, cat ears, red sunglasses, and gloves sits in a leopard-print car holding a pink perfume bottle. Two colorful, costumed passengers sit behind her, and the interior is decorated with animal print.

People’s Voice

Public Service & Social Impact
People’s Voice

CNN

Anitta launches new single in partnership with Free Fire

Forbes

Anitta: “Music and games are two worlds that connect.”

Globo

Music video celebrates the arrival of Anitta to the game

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