Detective Pikachu

Social Campaign

I was a total Pokéholic when I was in middle school, so the opportunity to be creative lead of our agency team on the Detective Pikachu social campaign was a dream come true.

I oversaw a team of creatives that conceptualized, pitched, and made a Pokédex-full of shiny social content that fans immediately latched onto.

We created custom content for Twitter, Instagram, Instagram Stories, and Facebook. Brand affinity was off the charts; however, engagement on Twitter far surpassed the other platforms. The off-kilter humor and timing of ‘leaks’ led to frenzied commenting, to which our content management team always had a witty reply.

The Twitter campaign along finished with over 3.5 million likes, 860k retweets, and 65k replies.

My level 96 Charizard may have been lost to the ether during a botched trade in 1998, but this campaign will live in my heart forever.

Designed at Fullscreen in collaboration with Legendary Pictures.