PROJECT: Paw Patrol: PawCall
CLIENT: ViacomCBS x Paramount
AGENCY: PXL
ROLE: Creative Director + Director
Description: Incoming call - unleashed! Paramount Pictures approached us to create a unique digital experience to promote their highly anticipated animated film PAW Patrol: The Movie. Under my direction, the team at PXL designed and built an interactive microsite where users could receive a personalized video call from Chase or Skye, the main characters of the film. I also wrote the scripts and directed voice talent actors from the film, Iain Armitage (Chase) and Lily Bartlam (Skye) to via remote session to record the VO. PXL partnered with Adobe to use Character Animator software to build out the animated dogs from the original PAW Patrol series.

Fans who went to the site were prompted with an age gate, after which they were asked to enter a child's name and choose a recent "good behavior." Users then received a personalized FaceTime-style video call from their character of choice. The site also featured an external ticketing link, where users could find nearby theaters screening the film. All in all, we were proud to deliver a distinctive digital activation that brought custom animation one step closer to the real-world - It was pretty "pawsome," if you ask us. This concept, technology, and campaign was so successful that we did similar projects for Dreamworks, Universal, Disney, and more. Read more about the similar project I did for Gabby’s Dollhouse here.