Pokémon
Pokémon has been part of my life since I (and every other kid born in the 90’s) was a kid, so leading the creative launch of a brand-new series, and directing Pikachu on set… felt surreal.
Horizons was a momentous occasion for me (and for the franchise!) so, no pressure. From trailers shared globally to 3D takeovers at Piccadilly Lights, this was one of those rare projects where personal passion met professional responsibility in the best way possible.
Creating Pokémon Cards in real life was not only a challenge, but one of the most fun projects I could ever have had the pleasure to work on. 4 cards in 4 languages on 4 sets in 1 studio shot in 2 days?
No problem.
Pokémon Horizons Launch
Role: Senior Creative Lead
Type: Global Launch Campaign / OOH / AV / Social / Experiential
Year: 2023
Pokémon Horizons marked the start of a brand-new era for the franchise. As Creative Lead, I was tasked to guide the campaign from first teaser to full takeovers, shaping trailers and character spots to award-winning OOH.
Led campaign creative end-to-end, from early concepting to final delivery.
Directed the launch trailers, teasers, and character promos, crafting a consistent tone aligned with the new series.
Oversaw OOH and DOOH rollouts across Europe, including a 3D anamorphic takeover at Piccadilly Lights (London) and a full immersive digital out-of-home activation at Mercedes Platz (Berlin).
Managed localisation and adaptation across multiple territories, ensuring cultural fit and fan-first storytelling.
Coordinated with global partners including the BBC (UK) and Netflix (US) to align assets across broadcast and streaming.
Launching Pokémon Horizons was about balancing two things: the excitement of something brand new, and the heart of a franchise fans already adore. We focused on creating work that felt bold, cinematic, celebratory and familliar. Trailers and teasers that introduced the new characters with energy, setting themselves as unqiue but with enough flair to draw in the older audience. Not forgetting OOH moments that delivered a sense of awe on a massive scale.
Every asset was crafted to carry the same feeling: Pokémon evolving into its next era, without losing the spirit that’s kept fans hooked for decades.
Pokémon TCG IRL
Role: Creative Lead / On-Set Director
Type: Social-First Content / Live Action / Set Build
Year: 2023
The Pokémon Company wanted something fresh for their IRL characters, content that felt different from their regular social output, but still lived comfortably alongside it. The brief called for something unique, playful, and unmistakably Pokémon.
Our idea was to turn each trading card into a literal doorway: starting with the card itself, then pulling viewers into a full-scale set that mirrored the artwork. By blending physical builds, on-set performances, and seamless transitions, we gave fans a new way to see their favourite cards leap off the page.
Directed on set, working with Pokémon characters and physical builds to recreate each card’s world.
Led a team of six editors through post-production, ensuring smooth transitions from card to set and keeping the films snappy, playful, and social-first.
Oversaw BTS content creation to give fans a peek behind the curtain and extend campaign engagement.
The films were crafted to sit naturally in Pokémon’s social feed, but with enough spectacle to stand out. They were designed to surprise, delight, and add a new layer of imagination to the TCG world.
Reached 3M+ views across global social platforms, driving strong engagement well beyond standard content.
Fans responded with excitement at seeing their favourite cards step into the real world — boosting shares and positive sentiment.
Behind-the-scenes clips extended the campaign’s life, giving audiences a closer look at the craft and playfulness behind the builds.
Added a unique, standout strand to Pokémon’s social ecosystem, sitting naturally alongside regular posts while bringing something completely new.
Directing Pokémon on set was an absolute career highlight, the closest thing to collaborating with royalty.
You can find Fuecoco, Sprigatito, Quaxly and Pikachu all on Pokémon’s official TikTok.