Case study:
Nintendo Labo

 
 
 

Branded channel, bespoke programming

A six-month channel management and in-house production campaign, turning Nintendo’s official Labo UK channel from a simple promotional outlet into a stream of creative, presenter-led content.

 
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Challenge

Labo - like many of Nintendo’s more unique products - needed a very particular treatment. Combining videogames with cardboard engineering and personalised crafting, its real joys come from an altogether more physical, tangible experience than traditional trailers and video marketing could afford. With an entire range of varied build kits to showcase, and even greater scope for educational play in the freeform, user-driven design of the Labo Garage game design software, we needed a long-term format that channelled Labo’s core values, and also added additional, practical value to the product itself.

 
 

Solution

We harnessed an episodic format - echoing traditional, kids’ TV models - to evolve both our content and the end-user Labo experience over time, driving personal attachment to the product and content through personality-led presentation. Our on-screen influencer talent was chosen for their strong standing in creativity-driven online content and within the wider Nintendo community at large, as we mixed angled gameplay challenges, creative crafting projects, themed artwork, and outside broadcasts with special guests. Over six months, the channel delivered a deep (yet light-hearted, and constantly fun) dive into all the imagination, ingenuity, and creative expression that Nintendo intended Labo to evoke.