Global Participatory System Across Physical + Digital Space
Creative & Production Lead

Context
The collaboration between OREO and Pokémon presented an unusually complex challenge: how to design a global experience that could operate coherently across millions of physical products, multiple markets, and a highly engaged fan base — without collapsing into noise or novelty. The audience spanned generations, geographies, and levels of fandom, making clarity and consistency essential.

This project treated Pokémon as a rule-based system of trust, memory, and constraint; translating a dense, multi-generational logic into a physical experience that could be intuitively navigated without explanation.

The work focused on preserving internal coherence while making complexity emotionally legible, prioritizing recognition and care over spectacle.

Concept
Rather than approaching the collaboration as a limited-time promotion, we designed it as a rule-based participation system. Each physical product acted as an entry point into a larger shared structure, where individual actions contributed to a visible collective outcome. The experience was built around discovery, accumulation, and progress — familiar mechanics within Pokémon’s world, translated into a real-world, distributed environment.

Approach
Maintaining a single experiential logic across multiple stakeholders.

Special edition OREO packs featured Pokémon embossments, each functioning as a physical token within the system. A QR-based digital layer allowed participants to log their discoveries and track collective progress globally. The design prioritized legibility: participants needed to immediately understand how to play, what their role was, and how their actions contributed to the whole.

Importantly, the system was designed to scale without breaking. It accounted for uneven participation, regional variation, and the realities of mass distribution, ensuring that engagement remained intuitive rather than overwhelming.

Creative Leadership & Execution
I led the creative architecture and production execution end-to-end, overseeing the design of the participation logic, physical-digital integration, fabrication, vendor coordination, and global rollout. A central responsibility was protecting the integrity of the system — ensuring that every touchpoint reinforced the same rules, behaviors, and expectations, regardless of market or entry point.

This required close collaboration across creative, engineering, operations, and manufacturing partners, as well as careful decision-making around where to simplify, where to reward depth, and where to stop.

Outcome
The result was a global experience that functioned less like a campaign and more like a living system. Fans didn’t just consume the collaboration — they participated in it, tracked progress collectively, and formed shared meaning through play. The project demonstrated how physical products can serve as interfaces into larger experiential structures, creating sustained engagement without relying on spectacle or constant novelty.

A Santa Monica billboard built with custom 3D-printed OREOs, turning a snack collaboration into a physical moment. However, a Pokémon x OREO clue on Jeopardy! was the moment we knew the campaign had escaped advertising.