HugePlay!Product Launch
My Role: Creative Director and Creative DevelopmentCopywriter: Kevin Mowrer, Justin NinnemanVideo: Ryan Reeve, Carter GreenMotion: Ryan Reeve, Carter Green, Justin NinnemanWeb: Jamal Hamilton, Justin Ninneman, Adam KuhnPhoto: Justin Ninneman
Huge! Play approached Margle with the challenge of launching the top tech toy of this decade. GameBud Talking Tom is a talking, game-connected animatronic streamer that learns and interacts with you online and offline. It's seriously cool and hilarious. Not the slightest bit of creepy either (in case you were wondering)...
Strategy
We began by developing a digital launch strategy that included paid and organic content, a website, email flows and a ton more that would bring this product to market. One of the biggest challenges we faced was not having the actual product to ideate and produce against until the very end.
Paid Content
Our goal was to create content that would make people say, "What the hell was that?!?" So, that's exactly what we did.
To maximize reach across YouTube, Instagram, and in-app placements, we created platform-specific content in multiple lengths (:06, :10, :15, :30) and formats. For in-app, we focused on reward-based videos that opened with gameplay and revealed the product later—designed to engage kids and spark parental interest. We also highlighted GameBud Talking Tom’s offline features, showcasing its versatility through playful, SoundBoard-driven content. The result: dynamic, audience-tailored assets built for performance and engagement.
Affinity Market
The Affinity Market was geared to continue "the fantasy" considering much of our traffic would be coming from In-App ads. It had to be both informative and fun from top to bottom.
From the moment you landed on the site, you were in Tom’s world. Designed to feel like his home and speak in his voice, the experience brings his personality to life while highlighting key value props—tech, AI, brand affinity, and fun.
We embedded playful Easter eggs throughout, much like Pixar’s post-credit gems, to keep users engaged. Built mobile-first, the UX features fluid scrolling, parallax effects, and full-screen sections that feel like flipping through a storybook.
Organic Content
Alongside polished paid assets, we shared raw, behind-the-scenes content across organic channels—perfect for fan engagement. Teasers built hype for the reveal, while direct messaging on Facebook targeted parental buyers where they’re most active.
Up Next:
BonesseBrand Foundation
View Project →
HugePlay!Product Launch
My Role: Creative Director and Creative DevelopmentCopywriter: Kevin Mowrer, Justin NinnemanVideo: Ryan Reeve, Carter GreenMotion: Ryan Reeve, Carter Green, Justin NinnemanWeb: Jamal Hamilton, Justin Ninneman, Adam KuhnPhoto: Justin Ninneman
Huge! Play approached Margle with the challenge of launching the top tech toy of this decade. GameBud Talking Tom is a talking, game-connected animatronic streamer that learns and interacts with you online and offline. It's seriously cool and hilarious. Not the slightest bit of creepy either (in case you were wondering)...
Strategy
We built a full digital launch strategy—paid and organic content, website, email flows, and more—all without access to the final product until the last minute. Through close collaboration with the client’s dev and engineering teams, we developed a production plan and nearly pivoted to CGI. It was a race to meet the October 1, 2021 pre-sale launch, but we pulled it off under pressure.
Paid Content
Our goal was to create content that would make people say, "What the hell was that?!?" So, that's exactly what we did.
To maximize reach across YouTube, Instagram, and in-app placements, we created platform-specific content in multiple lengths (:06, :10, :15, :30) and formats. For in-app, we focused on reward-based videos that opened with gameplay and revealed the product later—designed to engage kids and spark parental interest. We also highlighted GameBud Talking Tom’s offline features, showcasing its versatility through playful, SoundBoard-driven content. The result: dynamic, audience-tailored assets built for performance and engagement.
Affinity Market
The Affinity Market was geared to continue "the fantasy" considering much of our traffic would be coming from In-App ads. It had to be both informative and fun from top to bottom.
From the moment you land on the site, you’re in Tom’s world. Designed to feel like his home and speak in his voice, the experience brings his personality to life while highlighting key value props—tech, AI, brand affinity, and fun.
We embedded playful Easter eggs throughout, much like Pixar’s post-credit gems, to keep users engaged. Built mobile-first, the UX features fluid scrolling, parallax effects, and full-screen sections that feel like flipping through a storybook.
Organic Content
Alongside polished paid assets, we shared raw, behind-the-scenes content across organic channels—perfect for fan engagement. Teasers built hype for the reveal, while direct messaging on Facebook targeted parental buyers where they’re most active.
Up Next:
BonesseBrand Foundation
View Project →
HugePlay!Product Launch
My Role: Creative Director and Creative DevelopmentCopywriter: Kevin Mowrer, Justin NinnemanVideo: Ryan Reeve, Carter GreenMotion: Ryan Reeve, Carter Green, Justin NinnemanWeb: Jamal Hamilton, Justin Ninneman, Adam KuhnPhoto: Justin Ninneman
Huge! Play approached Margle with the challenge of launching the top tech toy of this decade. GameBud Talking Tom is a talking, game-connected animatronic streamer that learns and interacts with you online and offline. It's seriously cool and hilarious. Not the slightest bit of creepy either (in case you were wondering)...
Strategy
We built a full digital launch strategy—paid and organic content, website, email flows, and more—all without access to the final product until the last minute. Through close collaboration with the client’s dev and engineering teams, we developed a production plan and nearly pivoted to CGI. It was a race to meet the October 1, 2021 pre-sale launch, but we pulled it off under pressure.
Paid Content
Our goal was to create content that would make people say, "What the hell was that?!?" So, that's exactly what we did.
To maximize reach across YouTube, Instagram, and in-app placements, we created platform-specific content in multiple lengths (:06, :10, :15, :30) and formats. For in-app, we focused on reward-based videos that opened with gameplay and revealed the product later—designed to engage kids and spark parental interest. We also highlighted GameBud Talking Tom’s offline features, showcasing its versatility through playful, SoundBoard-driven content. The result: dynamic, audience-tailored assets built for performance and engagement.
Affinity Market
The Affinity Market was geared to continue "the fantasy" considering much of our traffic would be coming from In-App ads. It had to be both informative and fun from top to bottom.
From the moment you land on the site, you’re in Tom’s world. Designed to feel like his home and speak in his voice, the experience brings his personality to life while highlighting key value props—tech, AI, brand affinity, and fun.
We embedded playful Easter eggs throughout, much like Pixar’s post-credit gems, to keep users engaged. Built mobile-first, the UX features fluid scrolling, parallax effects, and full-screen sections that feel like flipping through a storybook.
Organic Content
Alongside polished paid assets, we shared raw, behind-the-scenes content across organic channels—perfect for fan engagement. Teasers built hype for the reveal, while direct messaging on Facebook targeted parental buyers where they’re most active.
Up Next:
BonesseBrand Foundation
View Project →