My partner and I introduced a campaign to shift that perception, presenting Nintendo DS as an easy, stylish, and emotionally accessible downtime option. The strategy used recognizable women who played DS, framing it not as a hardcore hobby, but as a personal treat for moments between work, travel, and daily pressure.
This focus set the stage for the concept’s evolution into the broader I Play for Me campaign. I include it as a strategic concepting case: audience expansion, platform creation, and product repositioning for a culturally adjacent market. Brain Age became Super Mario, and Jessica Alba was replaced with America Ferrara. The campaign was successful and extended with Liv Tyler, Carrie Underwood, and Nicole Kidman.
