Burnett, Framestore wield sword for Nintendo: Pokémon

Nintendo has debuted a launch film for its highly anticipated new Switch game, Pokémon Sword and Shield. Working with Leo Burnett – Chicago and Framestore Pictures, service production company – LS Productions – took the high-profile VFX shoot to the Cotswolds.

Directed by Murray Butler, the spot shows off Sword and Shield’s gameplay by manifesting the classic Pokémon characters and their environments in the real world. Using production design and digital matte painting,

Framestore transformed a picturesque English village into a mirror of the Galar region of the game itself.

Remaining faithful to Pokémon’s rich and unique history was always the main priority for the team, as it was important to honor the strong cultural identity attached to the game and the generations of passionate fans who are familiar with all aspects of the world.

The aesthetic of the game nods to English villages while also incorporating the Japanese heritage of the brand, giving the visuals a unique and surreal look. The Cotswolds village where the spots were filmed acted as a canvas on which they would dress with production design and amplify with digital matte paintings.

Flowers, vines, and small architectural touches like timber frames and tudor style turrets gave the real world location a classic Pokémon feel.

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The crew, who were sourced predominantly from the north of England, received praise from others on set for their professional approach and ability to work deftly on a demanding project.


CLIENT: Nintendo of America

AGENCY: Leo Burnett – Chicago

Director: Murray Butler

DOP: Fabian Wagner

Talent: Iman Marson, Celine Dass, Mattie Boys, Poppy Godsal

Production Company: Framestore Pictures

Executive Producer: Jennifer Siegel

Line Producer: David Hay

Service Production Company: LS Productions

Service Producer (LS): Abi Atkinson

SOURCE: Framestore