From Doritos to the Nether, earning major mom points in Minecraft style

03/04/2025

When Doritos reached out to collaborate on the campaign for the upcoming 'A Minecraft Movie', I instantly knew: this one was going to be special. Not just professionally, though it was definitely a creative treat, but also personally. Because let’s be honest: when your teenage son hears you're working on Minecraft, your cool factor skyrockets. Together with a top team, we dove into the magical Minecraft universe and brought something unique to life: a Mixed Reality version of the Nether. 

Not just something you see: something you can actually step into and experience? Tomorrow, the Nether portal opens in Brussels, on Place de Brouckère. After that, it travels to Kinepolis Antwerp for the Minecraft Weekend, ready to immerse fans in a world of lava, adventure and pixel-perfect wonder.

We can't wait to introduce Belgium to this one-of-a-kind immersive experience tomorrow!