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Andy Samberg Hypes Up Monsters for Hit Japanese Game Monster Strike, 5 months, 3 weeks ago

Pereira & O'Dell & Tippett Studio debut US campaign for Japanese mobile game

Andy Samberg Hypes Up Monsters for Hit Japanese Game Monster Strike

Japanese mobile gaming and social networking company, Mixi Inc, introduces its mobile mega hit to the US in epic fashion with Andy Samberg. Monster Strike, which has reached over 30 million downloads worldwide, has maintained its popularity by consistently introducing new features such as event quests and new monsters to pique gamers’ interest.

The video campaign features Coach (played by Samberg) calling upon a cast of key Monster Strike characters at half time including Cthulhu, Crabotron and Freekfrogg to keep people from drifting apart. “It’s ugly out there”, Samberg says, noting that mobile platforms have been separating people and not bringing them together. With a rallying cry “We trust! We bond! We strike!” monsters are initiated to get back in the game with more striking power.

Working with San Francisco-based advertising agency Pereira & O’Dell, Director Wayne McClammy, and CGI partner, Tippett Studio, the campaign includes both long form as well as customized video content targeting multiple segments. The ad campaign largely relies on Facebook as part of its content strategy to reach North American mobile users as users’ expectations for quality content soars.

“Mobile gaming has become less and less social, isolating individual players from the people around them and focusing all of their attention onto a tiny screen with the exclusion of the people around them,” said Hiroki Morita, President of Mixi, Inc. “Monster Strike is designed to bring groups of people together in a fun, social setting, which is reflected in our campaign that sees Andy Samberg encouraging people to actually engage and play in the same space.”

“’We trust, we bond, we strike!’ is a comical behind-the-scenes approach to introduce only a handful of Monster Strike characters being rallied at halftime,” said Jonathan Woytek, Executive Creative Director at Pereira & O’Dell. “The classic locker room scene is the perfect vehicle to introduce this motley assemblage of monsters stateside. Inspirational, funny, and a little weird.”


Animation Company: Tippett Studio

Animation Supervisor: Brian Mendenhall

Animator: Justin Lee @ Lightborne

Creative Director: Chris Gliebe @ Lightborne

Executive Producer: Scott Durban @ Lightborne

Producer: Riann Wiggins @ Lightborne

Creative Agency

Chief Creative Officer: PJ Pereira

Creative Director: Elaine Cox

Copywriter: Simon Friedlander

Executive Creative Director: Jonathan Woytek

Strategist: (Sr) Breanne Brock

Business Director : Russ Nadler

Head of TV / Production: Jeff Ferro

Creative Agency: Pereira & O’Dell

Strategy Director: Alan Stout

Business Affairs: Christina Hadley

Project Manager: (Sr) Lindsey Anderson

Chief Strategy Officer: Matt Herrmann

Account Management: Maura Mattoon

Client Servicing: Henry Arlander

Senior Producer: Sara Krider

Associate Creative Director: Brett Beaty

Director of Communications Strategy: Ashley Wells

Digital Production Company

Digital Production: Blaise Panfalone

Music and Sound

Creative Director: Tim Adams, Ben Einziger

Executive Producer: Scott Cymbala, Scott Ganary @ 740 Sound

Music Production: Massive Music

Producer: (Sr) Kiki McDaniel, Jeff Martin

Sound Design: Rob Marshall, Scott Pinkston, Caron Weidner, Eric Dean

Sound Mix: Chris Pinkston


Edit Assistant: Pieter Viljoen

Edit Company: Rock Paper Scissors

Editor: Christjan Jordan, (VFX) Shannon Gerardin

Executive Producer: Angela Dorian

Producer: Helena Lee

Post Production / VFX

Art Department: Mark Dubeau

CG: Charles W. Rose

CG Artist: (Lead) John Rader

Colour Coordinator: Page Frakes

Colourist: Chris Martin, Will Smith

Executive Producer: Lori Joseph

Flame: Darren Orr

Flame Artists: Nathan Walker

Modeling: Marc Estrada

Post Production House: Tippett Studio

Producer: Ken Kokka

VFX Supervisor: Eric Leven

Production Company

Director: Wayne McClammy

DOP: Bryan Newman

Executive Producer: Kevin Byrne, Mino Jarjoura, Dan Duffy, Nancy Hacohen

Producer: Dave Bernstein

Production Company: Hungry Man

Production Designer: Brock Houghton

Production Manager: Shelly Silverman

Category: Gaming , Sports and leisure

Genre: Animation , Comedy , Dialogue , Visual VFX