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Dorflex Enters the Gaming Arena With Buff My Chair
Dorflex Max launches Buff My Chair in June 2025 as a three-episode branded web series targeting Brazilian gamers, produced in partnership with DRUID CREATIVE GAMING and co-produced with paiN Gaming, repositioning an established OTC pain relief brand inside the gaming industry through physical chair customisation for real consumers.
The campaign's central mechanic is straightforward and tangible. Three Brazilian gamers — Sâmia, Vinícius, and Diego — each received one episode dedicated to transforming their improvised, improvised gaming setups into professionally customised gaming chairs, executed in collaboration with Shibuya Garage, a customisation team known primarily for car and motorcycle work. The creative premise connects the brand's functional promise of muscle relief and physical comfort directly to the prolonged sedentary postures that define extended gaming sessions, making Dorflex Max's relevance to the audience self-evident rather than asserted.
In Brazil, where the gaming industry has grown into one of the largest and most engaged markets in Latin America, this campaign represents a deliberate departure from mass-market broadcast advertising toward a community-embedded, content-led approach. Opella, the consumer healthcare business unit of Sanofi that owns the Dorflex brand, commissioned DRUID CREATIVE GAMING — an agency that operates specifically at the intersection of gaming culture and brand strategy — to develop the concept. The result is an integrated campaign documented across one media asset and distributed as serialised web content, bringing healthcare messaging into a cultural context where it would not traditionally appear. The campaign carries a Clapboard Score of 52 out of 100, reflecting a culturally credible concept that executes with competence but leaves measurable creative distance between its premise and its full potential.
Dorflex Max positions Buff My Chair as a response to a specific and underserved consumer truth inside the gaming industry. Gamers who spend multiple hours daily in poorly supported chairs accumulate genuine physical discomfort — back tension, neck stiffness, and muscular fatigue — that sits squarely within the functional territory of an OTC analgesic and muscle relaxant brand. By framing chair customisation as an act of care for the body, Eduardo Magalhães, CMO of Opella Brazil, and the DRUID CREATIVE GAMING team identified a moment of credible brand entry into a community that tends to resist overt pharmaceutical marketing.
The competitive context in Brazil's OTC analgesics category is substantial. Dorflex operates alongside global competitors including Johnson and Johnson's Kenvue portfolio, which holds an estimated eight to twelve percent of global OTC analgesic market share according to Cognitive Market Research, and Bayer's analgesic lines, which maintain strong pharmacy distribution across Latin America. In Brazil, pharmacies and drugstores accounted for approximately 42.3 percent of oral OTC analgesic revenue in 2025, according to 6W Research, meaning any strategy that builds brand preference outside the pharmacy environment represents a meaningful differentiation move. Online and digital channels represented 22.8 percent of global oral OTC analgesic revenue in the same year and are the fastest-growing distribution segment at an 8.6 percent compound annual growth rate through 2033, also per 6W Research. Reaching a digitally native gaming audience through serialised web content therefore aligns with both consumer behaviour and channel momentum. The partnership with paiN Gaming — one of Brazil's most recognised esports organisations — provides the campaign with authentic community credibility that a standalone media buy could not replicate.
Buff My Chair adopts a documentary-style production register that prioritises authenticity over polish. Director and director of photography Giovanna Trovo leads the visual approach across all three episodes, grounding each instalment in the real domestic and gaming environments of Sâmia, Vinícius, and Diego rather than constructed studio settings. The decision to shoot within actual gamer spaces rather than idealised setups reinforces the campaign's core argument that physical discomfort in gaming is a lived, everyday reality rather than a hypothetical concern.
Producer Paula Gregório oversees production logistics, with Daniele Biase serving as first assistant director and camera operator. Post-production editing is handled by Caio Mendonça and Walber Castelo, shaping the raw footage into episodic branded content with a consistent narrative arc across the three-part series. Audio production is managed by Jamute, with Leandro Antônio as sound designer and André Melges contributing as sound engineer — a production team composition that reflects a serious commitment to broadcast-quality execution within a web-native format, as documented by Adnews Com Br.
Shibuya Garage, the customisation partner credited with transforming the gamers' chairs, brings a cross-discipline craft dimension to the campaign. A team known for automotive and motorcycle customisation work, Shibuya Garage's involvement signals that the physical makeovers are genuine transformations rather than cosmetic rebranding, lending the series a reality-television credibility that supports repeated viewing across the episode structure. Rafael Hessel, Director General of Creation and Chief Creative Officer at DRUID Creative Gaming, oversees the overarching creative direction that binds the healthcare brand's positioning to the gaming industry's visual and cultural vocabulary, according to adnews.com.br. Executive production is carried out by paiN Studios, the production arm of paiN Gaming.
No independently verified performance data for Buff My Chair — including view counts, engagement rates, or sales uplift for Dorflex Max — is publicly available at the time of publication. The campaign launched in June 2025 and trade coverage documented by adnews.com.br and merca20.com confirms its release and format, but neither source publishes quantified outcome metrics.
Structurally, the campaign's effectiveness case rests on several observable design choices. The three-episode serialised format creates a returning-audience mechanism that a single hero film cannot replicate, encouraging cumulative brand exposure across the gaming community in Brazil. The use of real gamers — Sâmia, Vinícius, and Diego — rather than paid influencers or actors provides testimonial authenticity that is particularly valued by the gaming industry's audience, which is sensitive to manufactured endorsement. Co-production with paiN Gaming distributes the content through an existing trusted channel rather than requiring the brand to build its own audience from zero.
The global OTC oral analgesics market is estimated at approximately 18.7 billion US dollars in 2025 and forecast to reach 27.4 billion US dollars by 2033, according to Grand View Research — a trajectory that creates category tailwind for brands like Dorflex Max that can sustain relevance with younger consumer cohorts. In Brazil specifically, a digitally engaged and large gaming population represents a segment that incumbent OTC competitors have not historically addressed with dedicated content strategies, giving Buff My Chair a measure of first-mover advantage within its own category. The Clapboard Score of 52 out of 100 reflects a campaign that executes its cultural insight with functional competence while leaving creative and distribution ambition unrealised relative to what the platform and partners could have supported.
Buff My Chair is a three-episode branded web series launched in Brazil in June 2025 for Dorflex Max. Created by DRUID CREATIVE GAMING and co-produced with paiN Gaming, it documents the transformation of real gamers' improvised chairs into customised gaming setups, connecting physical comfort directly to the brand's OTC muscle relief positioning.
DRUID CREATIVE GAMING created the campaign for Dorflex Max, a brand owned by Opella, Sanofi's consumer healthcare unit. Rafael Hessel served as Chief Creative Officer at DRUID Creative Gaming, Eduardo Magalhães is CMO of Opella Brazil, and Giovanna Trovo directed the series, with paiN Studios handling executive production.
Dorflex partnered with paiN Gaming to access authentic credibility within Brazil's gaming community. As one of Brazil's most recognised esports organisations, paiN Gaming provided distribution reach and community trust that a standalone media placement could not replicate, aligning the healthcare brand with a gaming audience experiencing genuine physical discomfort from extended play sessions.
The series features three Brazilian gamers named Sâmia, Vinícius, and Diego, each starring in one dedicated episode. Their improvised gaming chairs were professionally customised by Shibuya Garage, a team known for automotive and motorcycle work, making each episode a distinct transformation story tied to Dorflex Max's comfort and relief positioning.
Buff My Chair receives a Clapboard Score of 52 out of 100. This score reflects a campaign with a culturally grounded insight and credible execution within Brazil's gaming industry, but one that does not fully realise the creative and distribution potential available through its partnerships with DRUID CREATIVE GAMING and paiN Gaming.
Dorflex Max operates in a category alongside global competitors including Kenvue and Bayer. By targeting Brazil's gaming community through serialised web content rather than pharmacy-led advertising, Buff My Chair pursues digital channel growth where, according to 6W Research, online OTC analgesic revenue is expanding at an 8.6 percent annual rate globally through 2033.
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