Mobile gaming company Papaya has teamed up with creative agency You’re the Goods to launch a brand platform that seeks to “bring play back into adult’s lives”.

The ‘Play On’ platform includes a short film, directed by Nicolai Fugslig , which features two young men on a swing above New York City as they challenge each other to swing the highest.

“When I read the script it was the simple, uncomplicated story that gave it so much power, and its quiet, relatable nostalgia that made it so impactful. And working in-camera on something as visually exciting and unique as ‘Swing’ elevates how we experience the actors’ performances,” said Director Fugslig.

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The scene was filmed using the stunt team which has worked on Dune, Mission Impossible, and James Bond movies, which enabled the actors to swing from a 165-foot high crane.

Papaya head of marketing Uri Pearl said, “Papaya are champions of the Power of Play. We make gaming fun and sociable, and like our games, ‘Swing’ is about adults playfully challenging each other.”

You’re the Goods founder and CCO Dom Goldman said, “Our founding client, Papaya has been an incredible collaborator with shared ambitions. The ‘Play On’ platform embodies a long-term vision that invokes a desire to play, while offering a clear and compelling call to action. This work serves as a statement of intent. We are here to tell stories that endure and to champion the importance of craft.”

The campaign will play across TV, video-on-demand, YouTube, and social media, as well as digital and social ads, and out-of-home channels.