Leo Burnett creates Pokémon campaign for Nintendo

Nintendo has debuted a launch film for its highly anticipated new Switch game, Pokémon Sword and Pokémon Shield. Working with Leo Burnett-Chicago and Framestore Pictures, service production company LS Productions took the high-profile VFX shoot to the Cotswolds.

Directed by Murray Butler, the spot shows off Sword and Shield’s gameplay by manifesting the classic Pokémon characters and their environments in the real world. Using production design and digital matte painting,

Framestore transformed a picturesque English village into a mirror of the Galar region of the game itself.

Remaining faithful to Pokémon’s rich and unique history was always the main priority for the team, as it was important to honor the strong cultural identity attached to the game and the generations of passionate fans who are familiar with all aspects of the world.

The aesthetic of the game nods to English villages while also incorporating the Japanese heritage of the brand, giving the visuals a unique and surreal look. The Cotswolds village where the spots were filmed acted as a canvas on which they would dress with production design and amplify with digital matte paintings.

Flowers, vines, and small architectural touches like timber frames and tudor style turrets gave the real world location a classic Pokémon feel.

Wonder if Pokémon is still popular? Watch the 1:11 minute video with almost 12m views below:


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The crew, who were sourced predominantly from the north of England, received praise from others on set for their professional approach and ability to work deftly on a demanding project.

Client: Nintendo of America

Agency: Leo Burnett – Chicago
   Director: Murray Butler
   DOP: Fabian Wagner

Talent: Iman Marson, Celine Dass, Mattie Boys, Poppy Godsal

Production Company: Framestore Pictures
   Executive Producer: Jennifer Siegel
   Line Producer: David Hay
   Service Production Company: LS Productions

Service Producer (LS): Abi Atkinson

SOURCE: Framestore

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