Peridot Launch

Niantic
2023

I helped Niantic bring their new virtual pets to life through TikTok-first storytelling, online subcultures and creator-led comedy.

As creative lead, I developed a slate of repeatable social formats built around the Peridots as characters. Overseeing both creator-led and in-house content from concept through to delivery, I helped guide the creative across the whole campaign to ensure the world, humour and personality of the game came to life across every piece of work.

#CosyGaming

I worked with creators across relevant subcultures to develop platform-native videos that introduced the Peridots through humour, trends and audience behaviours already thriving on TikTok.

#PetTok

#TechTok

#ARTok

Creator Videos

#SoftLiving

#CottageCore

#Wanderlust

#ChaosPets

#SoloTravel

In-house Videos

I developed and directed an in-house slate of TikTok-native videos designed to launch the game through recurring formats and Peridot-led storytelling.

Nostalgia

Inspired by classic virtual pet toys and nostalgic 90s advertising, reimagined through the world of Peridot.

Peridot Pause

Mindful, slow-paced videos where Peridots encouraged players to step outside and explore the world around them.

Peridot POV

Videos shot from the perspective of the Peridots, exploring the real world through their curious and chaotic point of view.

Prompts

Videos shot from the perspective of the Peridots, exploring the real world through their curious and chaotic point of view.