By 2019, Pokémon GO had been out for a few years. The game had evolved, adding new features that made its augmented reality feel more alive than ever, including the ability to place and photograph Pokémon in the real world.

So the idea was simple: lean into the truth that Pokémon weren’t just in the game anymore. They were everywhere.

We brought Pokémon into everyday moments through celebrity social posts, live-TV integrations, and cultural takeovers. Celebrities shared selfies with their favorites. Pokémon appeared on Good Morning America. They popped up in Jeopardy! clues and interrupted Jimmy Kimmel Live with custom segments and sketches.

The line between the real world and the Pokémon world blurred.
Which was exactly the point.