In 2024, the Alberta Construction Safety Association (ASCA) approached us with a challenge: connect with the next generation of construction workers in a language they actually speak. Instead of another dry safety video, we merged the world of job sites with the high-stakes energy of video games—creating Builder-Battle, a safety campaign with real impact.

Set in a battle-royale-inspired world, Builder-Battle follows NoobyGuy—a twenty-something streamer still living in his mom’s basement—as he navigates chaotic, exaggerated hazards on a digital construction site. From swinging pipes to hidden “secret levels,” the video blends humour, high-energy action, and real-life safety principles to engage young workers where they’re at.