Camp Pokémon Mobile App

PROJECT TYPE: MOBILE APP, INTERACTIVE DESIGN, KIDS UX, BRAND EXPERIENCE

The Camp Pokémon mobile app had become a beloved entry point for young fans to explore the Pokémon universe. When it came time for an update, Pokémon turned to our team once again to evolve the experience. As Associate Creative Director, I led the concept and UX direction for a major content and visual refresh—adding new layers of interactivity, education, and delight to further immerse kids in the world of Pokémon.

The Brief

The original app was a hit—but fan expectations had grown, and so had the Pokémon universe. Our challenge was to enhance the app without losing its magic for returning users. We needed to improve visual fidelity, expand content without overwhelming kids, and find new ways to connect gameplay with real-world discovery—while staying faithful to a globally loved IP and age-appropriate interaction design.

Creative Direction & Approach

My creative approach centered on deepening the sense of wonder and learning through a more dynamic, immersive island environment. I directed the introduction of real-time day/night cycles, which synced to a child’s time zone—unlocking different Pokémon and interactions depending on the time of day, including a surprise fireworks sequence at night.

To reinforce progression and mastery, we added new activities that built on previously learned skills. Kids could now explore the world of Poké Ball types, discover the basics of the trading card game, and watch curated clips from the Pokémon TV series—integrating learning, fandom, and play.

Every new interaction was designed to give kids a sense of agency and achievement. I collaborated closely with visual design, UX, and motion teams to ensure everything from navigation to animations reflected Pokémon’s iconic brand while remaining intuitive and joyful for younger audiences.