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Nirvan Mullick          

Award Winning Filmmaker, Digital Strategist Caine's Arcade

Nirvan Mullick is an award-winning filmmaker and digital strategist, whose short film CAINE'S ARCADE has taken the internet by storm and launched a worldwide movement.

CAINE'S ARCADE is an 11-minute film about a 9 year-old boy's hand-made cardboard arcade, located in his dad's used auto parts store in East LA. Caine dreamed of the day he would have customers visit his arcade, and he spent his summer preparing everything, perfecting the game design, making displays for the prizes (his toys), designing elaborate security systems, and hand-labeling paper-lunch-gift-bags. However, due to the store's location, his arcade got almost zero foot traffic, and he never had a customer.

One day, by chance, Nirvan walked in looking for a used door handle for his car. What he found was Caine's elaborate cardboard arcade. He asked Caine how it worked and was told that for $1 he could get two turns, or for $2 he could get a Fun Pass (with 500 turns). Nirvan bought the Fun Pass and became Caine's Arcade first—and only—paying customer. The idea for a film was born.

Through social media and a collaboration of friends and strangers, Nirvan organized surprise flash mob of customers for Caine's Arcade was arranged, giving Caine what he told his dad was "the best day of my whole life."

But it didn't end there. The CAINE'S ARCADE short film inspired the world to play, and the response has been nothing short of phenomenal, sparking a wave of DIY cardboard creativity in kids and schools around the world.

Since its first posting online in April 2012, the film has garnered over 7 million views, and has raised over $200k for a scholarship fund for Caine. Only 5 days after the film was posted online, The Imagination Foundation was formed, with a $250k Matching Grant from the Goldhirsh Foundation. The Imagination Foundation's mission is to find, foster, and fund creativity and entrepreneurship in kids.

In just two months, over 100 schools in 9 countries were inspired to create cardboard arcades. This led to the development of a Project Based Learning curriculum and activity kits with the help of educators around the world. These activity kits are being used by other educators to inspire even more kids.

In October 2012 there will be a Cardboard Challenge culminating in a Global Day of Play. This event hopes to raise over $2.5 million to build a physical Maker Space in Caine's East LA Boyle Heights neighborhood, where kids can share their stories in ways that inspire others, develop a network of mentorship and participate in programs that teach creative thinking and social entrepreneurship at a young age.

The mainstream media has taken notice as well. Stories about CAINE'S ARCADE have appeared on NBC, ABC, MSNBC, CNBC, NPR, CNN, BBC, in the NY Times, LA Times, Huffington Post, FORBES, Businessweek, The New Yorker, The Washington Post, AdWeek, The Christian Science Monitor, Fast Company Voice of America, WIRED and many more.

Nirvan is a partner at Interconnected, an LA based creative agency that specializes in digital strategy and creative campaigns for brands and non-profits. He continues to work on telling compelling stories, including "The 1 Second Film," a 10-year in the making non-profit collaborative art experiment, and is in demand as a speaker on using social media and storytelling for good. Nirvan and Caine have spoken at many prestigious conferences, including the 2012 Cannes Lions Festival of Creativity, the Social Innovation Summit and TEDxYouth.

Speech Topics


Seemingly a stroke of pure serendipity, Nirvan Mullick's visit to CAINE'S ARCADE was the result of 15 years of passion-driven work that culminated in a global sensation. More than just a viral video, the film has transitioned into a movement of action and events that are truly impacting childrens' lives, inspiring parents and educators around the world.

Hear from Nirvan about how this phenomenon came to be and how the power of storytelling, creative thinking, and social media can effect true change.The story is the wonderful intersection of many worlds: social media mobilizing people into action, the power of storytelling, connected learning and education, creativity, the power of play, following one's passion, and showing what can be done for good.

All generated from one boy's dream to have people play and one man's quest to make it happen.

Authentic Branding

As head of a creative agency focusing on integrated branding, Nirvan at how Caine's Arcade developed as a brand. What is authentic branding and how do you tell your story for maximum impact and connection to your target audience?

Education: Play and Connected Learning via Caine's Arcade


Caine's Arcade Is Closing as Boy Pursues New Dream | NBC ...

I am so grateful that Nirvan Mullick made such a thoughtful documentary on Caine's Arcade which has allowed the world to fall in love with this story. Reply · 1 ...

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