Year after year, Pokémon partners with Pinnacle to imagine breakthrough activations that move like lightning through their one-of-a-kind fanbase. For the launch of Pokémon Trading Card Game (TCG): Scarlet & Violet — Surging Sparks expansion, our team wanted to ignite mainstream anticipation, turn the heads of consumer press, and drive viral fan moments. Near New York Comic Con, we brought the vision to life: an interactive dreamscape of an activation that sent players, collectors, influencers and press down a Paldea-inspired Stellar Maze to discover the unforgettable new world of Surging Sparks. With immersive projection mapping, 72” cards, ambient special effects, surreal mirrored panels, unique giveaways and a vibrant ecosystem of 3D crystal props—every inch, angle, and moment of the pop-up was photo-worthy and memorable. Over the course of three hours, 80+ press and creators, 6,500 fans, and 49 million social impressions were activated. In the words of fans, it was a “vivid, immersive, imaginative, and interactive experience.”