Pokemon Character Reveal

THE CHALLENGE

Pokémon needed us to create a social media ad campaign that would generate excitement and anticipation for the release of their new video game, Scarlet & Violet, on the Nintendo Switch.

The creative task was to debut two new Pokémon, Greavard and Grafaiai, using a series of trailers, teasers, and branded TikTok effects to build up hype for the game's release.

This global campaign would need to effectively appeal to fans across the different pillars of the Pokémon franchise, enhance the hype around the Scarlet & Violet console game and work across languages and territories.

The campaign began with a 15-second teaser video for Greavard, which gave fans a glimpse of the new character without revealing too much. The teaser generated significant engagement on Twitter and Instagram, with thousands of likes, retweets, and comments. Following the teaser, the 90-second reveal trailer for Greavard was released, showcasing their unique features and personality and revealing their (slightly unnerving) ability to sap the energy from those they encounter.

The introduction of Grafaiai was the second major beat of the campaign and we employed a documentary-style trailer that revealed Grafaiai in situ - and we learnt some some interesting facts about its behaviour in the process. This approach was well-received by fans, with many expressing a desire for more content of this kind.

As part of the campaign, we also created a bespoke branded effect for TikTok, which enabled a whole new level of interaction with the campaign.

@indiebyrd Welcome greavard!! I am crazy about you already! ✨️👻 #FomotionalFinds #fypシ #pokemontok ♬ Spooky Surprise - Ross Gregory