​01.07.2025

Toothless the Dragon at Müller – and Screenworks right in the middle of it

by Tobias Varola, Creative Director, Screenworks

For the live-action adaptation of How to Train Your Dragon, the team at Screenworks quite literally grew wings. Led by director Frank Schneider, they brought the beloved character Toothless straight into a branch of the Müller retail chain – known for its wide range of drugstore items, stationery, and children’s toys.

The multimedia campaign spans from social media content to in-store LED displays – child-friendly and true to the original, developed in collaboration with NBCUniversal, Framestore, and Novagrafix.

To bring the magic of the cinematic fairytale to life, Screenworks took on concept development, production, and VFX. Framestore’s team in L.A. created the complex 3D animation of Toothless. In addition, the team filmed a magical encounter between a young boy and the legendary dragon on location at the Müller store in Ulm, under the direction of Frank Schneider.

The finished spot can now be viewed on the Screenworks website: screenworks.tv/portfolio/dragons-mueller-kampagne

Toothless thus became the star of a wide-reaching brand campaign – once again proving that sometimes, the smallest ones are the biggest heroes.

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