Anyone who grew up in the GTA in the ’90s and early 2000s is very familiar with Playdium. But, as with most things from the ’90s, the brand was in desperate need of a facelift. Especially with the plan to spread Playdium across the country.

The new brand is the perfect combination of attitude and fun that fuels every Gen-Z kid. And “Live Wild” isn’t just a tagline. Its a way of life for the new generation. This new Playdium is, without a doubt, the ultimate place to play

The launch spot, and selection of other campaigns from this past year, showcase how we took that “Live Wild” attitude and ran with it.

Pizza and Playdium go together like, well, pizza and pretty much anything. It’s the perfect combination. And Playdium serves some seriously amazing pizza.

To get people hyped about National Pizza Day–and our BOGO pizza offer–we created a series of GIFs. The only rule we gave ourselves was: the crazier the better. The result was pure internet gold.

We couldn’t launch a new brand without some amazing imagery to match. These selects are from a custom lifestyle photography collection that we shot to help capture the energy and excitement of the new spaces.

Some photos were done to support our launch video, and others are taken to showcase real offerings and experiences inside the building. Whatever the purpose, all the images perfectly capture what Playdium is today.

Before we could open our doors we needed to make sure we had the right people on the team. Our “players” needed to be the physical embodiment of “Live Wild” or the actual Playdium experience would never work.

We understood that the majority of our hires would be part-timers, either getting their first jobs or just looking for an easy summer gig between semesters. The truth is, most people don’t expect those jobs to be any fun. They’ll just take what they can get. This campaign is meant to showcase that Playdium actually delivers on everything they wish a part-time/first job would be. That you don’t have to settle for something you won’t enjoy just to have a job.

We wanted to show that Playdium isn’t just the ultimate place to play, but also the ultimate place to work as well.

Playdium features a full-service restaurant and a quick-service counter with menus that will redefine what people think of “arcade food”.

To help showcase this amazing collection of food we shot all the dishes on the different bright brand colours to really let the food pop on screen and in ads.