All work

Player 2: Nintendo campaign pitch

A campaign where every Switch owner activates one more player.

  • Brand & Identity
  • Figma
  • 2026
Role
Strategy Lead
Team
  • Clementine DongCreative Director
  • Vania BarazandehAudience & Insights
  • Julia LiMedia Planner
  • Raechell TeoDesign Lead
Tools
  • Figma
  • InDesign
Year
2026

Concept work, not affiliated with Nintendo.

Executive summary slide: Nintendo sold 19.86 million consoles and gained zero new players.
Audience research slide introducing the persona Jordan Lee, a lapsed loyal player.
Competitive analysis slide: everyone else sells a screen; Nintendo sells a room.
Value proposition slide for families and lapsed players, with four product ideas.
Customer journey slide following Jordan from discovering the campaign to recommending it.
Hero film slide: four storyboard frames of people passing a Joy-Con to someone close.
Slide on the Player 2 Pass and the retail and print pieces around it.
Timeline and budget slide: four phases over fourteen months, US$42M.
Closing slide with three recommendations and a thank-you.

Strategy: For lapsed players and families, Nintendo is the only platform that turns a screen into a shared room.

Challenge

Nintendo sold 19.86 million consoles and gained zero new players. Annual playing users stayed flat for three years (130M, 129M, 129M), only 26% of players paid for Switch Online, and the Canadian price was rising to $679.99.

Insight

Everyone else sells a screen. Nintendo sells a room. Every Switch ships with two controllers; every PS5 and Xbox ships with one. Our audience, the Lapsed Loyalist (25–40, a dormant console, free mobile games every day), wanted connection, not more content.

Process

We moved from market analysis to audience research and a persona (Jordan Lee, 31, Toronto), then a competitive analysis of PlayStation, Xbox, Roblox, Fortnite and mobile games, and a value proposition built on shared play.

Solution

Player 2, one 12-month global campaign that grows the player base from inside the install base: every owner activates one more person, and every activation becomes a Switch Online member.

Outcome

The team presented Player 2 as a 16-slide pitch deck with a full presenter script.

Next project

Animated room

A cartoon bedroom that builds itself in under six seconds.