My Partner Pikachu
from Pokémon

“Everywhere you go,
My Partner Pikachu goes too…”

I learn something new on every project. On this one — my first time writing for a toy — I learned that Pokémon is the highest-grossing media franchise of all time (well, at least in all of human and pocket-monster history). 

Our task was to launch a new interactive Pokémon toy called My Pikachu Partner with a :30 spot that will air in the fall in the United States and in Europe. My job was to present concepts, then write out a treatment, shot list, and script for the winning one.

With such a beloved character, you’ve got to honor its history and let its proven personality shine. For our team, that meant showing Pikachu being Pikachu — but also kids having fun with the toy and demonstrating its advanced features.

When concepting, I tried to think back to what it’s like being a kid, how we all wanted our own space that was ours alone. A treehouse, a clubhouse, a secret hiding place…

The initial winning idea: Have a private kids-only treehouse, with a friend gaining entry not with a secret knock, but by showing his new pal Pikachu (who’s designed to travel everywhere he goes, like a best buddy should).

A treehouse ended up being a little out of budget and too tricky to shoot in Florence, Italy, but the main theme stuck — a boy takes My Partner Pikachu to his friend’s house and playroom, and their whole crew has a blast.

Because it was shot in Italy with Italian actors, we wrote the spot with all V.O., which made localization easier too for non-English speaking markets.

I’m grateful to the team over at Diaframma, who’ve been great to collaborate with (on this and on other toys too).

“Unlock unique reactions as you bond with Pikachu…
and take him on all your adventures.”