Nintendo was ready to usher in a new era of gaming. They invited us to partner and develop the positioning, strategy and launch for Nintendo Switch from the ground up.

We sought out Grammy Award-winning Imagine Dragons to premiere their (then unknown) record-topping single “Believer” with our launch. White Denim even composed an entirely new single just for the work. As a cherry on top, we chose Superbowl LI to kick things off—a first for Nintendo.

The work received over 10 million views on YouTube in its first week—the press and fans alike hailed the spot as one of the best of the Superbowl, even asking “How did Nintendo get cool again?” Imagine Dragon’s “Believer” was elevated to #1 on download charts. On launch day, retailers like Target, Best Buy and GameStop sold out of the Switch nationally in the first half hour of opening. 1.5 million Switch consoles were sold in the first week. According to Nintendo’s press release, the Switch “sold more in its launch weekend than any other Nintendo hardware in history.”