Nintendo DS: I Play for Me
Audience Strategy + Campaign Platform + Women’s Gaming
Nintendo needed to reach women ages 25–35 who didn't see portable gaming as relevant to their lives. My partner and I pitched a strategy that made the DS feel accessible, stylish, and personally rewarding for busy adult women. Nintendo set out to expand the portable gaming audience beyond traditional demographics. I helped shape work that welcomed women into the Nintendo DS community—spotlighting personal stories and approachable games that made the handheld console part of everyday life. The campaign moved beyond stereotypes, showcasing how gaming could be a mindful escape, a way to learn, or a moment for self-expression.
REFRAME THE AUDIENCE
My work included developing cross-channel creative, directing video and digital content, and collaborating with Nintendo’s product, PR, and retail teams to ensure an inclusive message. We highlighted real women’s voices, featured games like Brain Age, Animal Crossing, and Nintendogs, and created interactive experiences that resonated with new audiences. The campaign ran across digital, social, retail, and event activations, helping Nintendo DS become a top-selling console and a cultural touchstone for women and gamers of all ages.
BUILD THE CAMPAIGN PLATFORM
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 Ferrera. The campaign was successful and expanded to include Liv Tyler, Carrie Underwood, and Nicole Kidman.
