Fresh off getting into a new office (which I had no idea about), we catch up with Jimmy Barker and Raul Montes of Omelet to dig into their work for Monopoly GO. In a ridiculously competitive category, we look at the strategy, some of the creati e choices made—and why discipline matters a ton in work like this.
Bonus! We get a little tour of Omelet’s new space. It’s fabtastic.
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The Brief
Omelet was tasked with elevating Monopoly Go! beyond user acquisition to cementing its place in pop culture. While the game was already a massive success, the challenge was to make it feel like more than just a mobile game and instead a cultural experience. The campaign had to capture the social and interactive essence of Monopoly Go! while still delivering an exciting and engaging ad that resonated with players.
The Strategy
Rather than focusing solely on gameplay mechanics, the campaign leaned into the feeling of playing Monopoly Go!—the energy, the fun, and the social dynamics. The team focused on making the campaign feel immersive, leaning on big-name celebrities to embody the larger-than-life aspects of the game. They chose stars who had natural charisma and chemistry to amplify the sense of playful competition that drives the game itself.
The Creative Execution and Work
The campaign centered on a whirlwind of high-energy interactions between Kiki Palmer, Chris Pratt, and Jason Momoa, set in a Monopoly-inspired world called “Goville.” The ads highlighted the social and competitive aspects of the game while seamlessly incorporating recognizable game elements, like properties and in-game icons, as fun easter eggs. The music choice, a remix of Rick James’ Give It to Me Baby, added another layer of excitement. The team emphasized that every detail, from casting to visual effects, was meant to immerse viewers in the fun and chaos of the game.
Lessons Learned
The team highlighted the importance of maintaining creative discipline, ensuring the campaign remained tight and engaging rather than loose and disjointed. They emphasized that over-reliance on celebrities can sometimes mask weak strategy, but in this case, the casting made sense because it aligned with the game’s core themes. They also learned that incorporating easter eggs and layered storytelling keeps audiences engaged over multiple viewings.
How to Sell in Good Work
The success of this campaign was largely due to the strong relationship between Omelet and their client, Scopely. The agency credited their ability to prioritize entertainment over traditional feature-heavy marketing, which allowed for a more engaging final product. The trust between client and agency enabled them to push creative boundaries and create something memorable, rather than falling into the trap of standard mobile game marketing.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
