Solving a spooky Pokèmon mystery.
During Pokèmon Go’s Season of Light, we created a series of “found footage” videos showing buddy Pokèmon being mysteriously duplicated in swarms. We teased the footage on social before revealing the mastermind behind these strange occurrences: the mischievous, prank-loving Pokèmon Zorua, a fan-favorite finally making their debut in the game.
Responsibilities: Craft storyboards and scene direction for video series, provide art direction and guidance to animation team
Clueing in fans — and giving them a few red herrings.
Pokèmon Go fans scoured through each video to find clues pointing to the date and time of our Spotlight Hour event. We recruited gaming influencers and Pokèmon superfans PM7 and Cozy Games to investigate our cryptic content and get fans hyped for in-game happenings.
Players quickly took to Twitter, TikTok, and YouTube to share their own theories of what would happen in the game during Season of Light. There were even a few smart fans who immediately caught on to Zorua’s tricks…
Creative Team
Agency: Madwell
Animation: Bonfire
Creative Directors: Mauricio Galván, Ryan Howard
ACD: Devin Kharpertian
Senior Art Directors: Anna Lindell, BriElle Munizzi
Senior Copywriter: Jake Wilhelmsen
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