King’s Candy Crush—one of the most popular mobile games in the world—brings the match-three puzzles beyond phone screens for its latest campaign.

A series of ads by agency Bartle Bogle Hegarty London depicts what players love about Candy Crush through the use of practical effects, accompanied by bright colors and oversized sweet props.

“These films are all about immersion,” BBH creative director Adam Newby told Adweek. “Combining as many in-camera effects as possible with a fanatical focus on candy texture in post helped us make you feel like you’re in these amazing candy worlds.”

A spot titled “Whoosh” shows beachgoers sitting on the sand and playing the game at sunset before lines of candy propel them into the clouds. Along with the practical lighting and wind effects, it has an acrobat backflip through the sky.

“Spin” portrays a woman playing the game while waiting for her food at a restaurant, only to be flipped upside down as the candy tiles appear on the ceiling and drop down on other patrons.

“Float,” which will be released in November, follows a player using the game to relax in bed and drifting off into a glowing dream realm filled with giant candies.

“The films speak to different reasons people play Candy Crush, and variations on these films will be used to promote in-game seasons,” Newby said. “Beyond driving people to get involved with these events, the films aim to remind lapsed players why they love Candy Crush so much.”

The initial idea and script for the campaign were developed by Candy Crush’s former agency, No Problem, with BBH London handling the final script development, creative execution and production. The agency worked with King’s in-house team to compose audio tracks for each spot that use sounds from the game and fit with the themes.

The campaign will run for the next 12 months.

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