Nintendo was about to launch its first new console after a tough hardware cycle, into a category fixated on power and specs. The job was to make people understand why Switch was something fundamentally different.

On the team responsible for launch strategy and the creative platform, I shaped a campaign built on a simple belief: the desire to play doesn't fade with age, but life changes where, when, and how we get to play.

So we didn't introduce Switch as another gaming device. We introduced it as a new way to play, one that let people bring gaming into more parts of their lives.

The campaign ran across film, digital, retail, experiential, social, events, and Nintendo's first-ever Super Bowl spot, reintroducing Nintendo as a contemporary cultural force and powering one of the most successful console launches in gaming history.

Outcomes
Sold 1.5MM units in its first week, one of the most successful console launches in gaming history.
Drove more than 10MM YouTube views of launch content in week one.
Ranked the Super Bowl spot in YouTube's top 10 videos of the year.
Sent "Believer" by Imagine Dragons up the download charts.
Earned Nintendo the Ad Age Marketer of the Year title.
Put Nintendo back at the center of entertainment culture.