ROLE
UX / Lead Design / Motion Graphics / Production / Build
CLIENT
Nintendo, created at Amazon
OVERVIEW
Nintendo wanted to build excitement around the release of Pokémon Brilliant Diamond and Pokémon Shining Pearl, with a campaign that could reach fans on a massive scale while appealing to two distinct audiences: younger players discovering Pokémon for the first time and long-time fans with a nostalgic connection to the franchise.
The solution needed to work across both physical packaging and digital experiences, creating a consistent yet tailored Amazon campaign that could drive awareness, engagement, and sales.
PROCESS
On-Box Advertising
As the designer on the campaign, I created two unique Amazon box designs to resonate with different audience segments:
- Younger Audience Box – A bright, playful design featuring lighter color palettes and the beloved starter Pokémon.
- Older Audience Box – A darker, bolder design highlighting the legendary Pokémon to appeal to veteran fans.
I worked directly with printers to ensure color accuracy, brand alignment, and print precision, overseeing details like registration and proofing. These boxes rolled out nationwide through Amazon’s fulfillment network, reaching households across the U.S. at scale.
Custom Landing Page
To extend the campaign digitally, I designed the Amazon custom landing page, which included:
- An animated hero graphic created in After Effects to bring the legendary Pokémons to life.
- A seamless shopping experience for purchasing either version of the game.
- Exclusive downloadable content and detailed game information.
- My Nintendo Mission rewards integration, encouraging fan interaction and loyalty.
To enhance the experience, I implemented custom-coded animations, adding motion and interactivity beyond the standard Amazon page templates. This created a richer, more engaging user journey that complemented the physical packaging experience.
RESULTS
The campaign proved highly successful, delivering above-benchmark awareness and strong customer engagement.
- 80% product awareness among exposed customers (exceeding Ad Awareness norms)
- Nationwide reach across Amazon’s fulfillment box network, connecting with millions of households
- Traffic spikes to the custom landing page driven by organic social sharing and media coverage
- 85,000 landing page views
- 18% time spent increase over Amazon CE benchmark for landing pages
- Successfully bridged two audience segments through distinct creative executions
- Delivered a seamless brand experience across both physical and digital touchpoints
This campaign highlighted how thoughtful design across multiple platforms can create a cohesive, high-impact brand experience—merging the Amazon customer journey with the excitement of a Nintendo game launch.
