Pokémon go: "Vivillon Launch" 

2023 Shorty Awards: Winner in Globalization, Finalist in Global Campaign,  Audience Honor in Globalization

Pokémon GO had a fervent but waning audience. To bring new and lapsed trainers (back) into the fold, they made catching the new butterfly Pokémon, Vivillon, dependent upon sharing in-game postcards with friends.  

I wrote and helped art-direct a holiday spot to announce the arrival of Vivillon. If it looks simple, I'll take that as a compliment. Besides tapping into a feeling of nostalgia and connection to get players to reach out to friends, we had to explain an unprecedented and fairly complex game mechanic visually — Pokémon is an international game, so rather than recording VO in dozens of languages, we were limited to onscreen text in an end card. 

It was a fun project (I'm a level 41 Trainer myself) and a great chance to show that copy is also what you don't say.