Pokémon

After leading a massive cross-functional RFP team to a big win, we set out to innovate within the Pokémon ecosystem to let fans know in no uncertain terms that the brand’s yearlong 25th anniversary celebration would be one for the ages.

The resulting announce trailer wove 25 years of the brand’s history into one piece of content for the first time for the 25th Anniversary Announce Rube Goldberg-style trailer that trended worldwide at #2 on YouTube and went on to win a handful of Clios.

As the relationship evolved, our powerful strategic north star of “Every Catch Has a Story” continued to bear fruit for other pillars of the brand.

The Pokémon GO “CATCH YOURS” CAMPAIGN, the first of three integrated campaigns I would lead for the global phenomenon, was concepted and executed in the first year of pandemic, which led to a production innovation that helped us tell brand stories at a global scale without ever leaving our homes.

We paired Instagram-friendly visual creators with Pokémon GO influencers in four key regions (Brazil, Chile, Australia and the U.S) and sent them into their worlds with one united creative brief. The resulting work submitted back to us powered a video, social and digital campaign that drove huge numbers for PGO.

The fun continues the following year with a new brief targeted Gen Z gamers that had never played the game before, and resulted in a TikTok friendly lifestyle campaign that showcased how a little Pokemon GO can disrupt your day in the best possible way.