Pitch! A game of clients & campaigns

The brief

Text100 was undergoing a global rebrand, shifting its identity around integrated communications. The challenge wasn’t just external — it was internal. How do you get hundreds of agency employees, across offices in dozens of countries, to genuinely internalise a new way of thinking and working? A memo wasn’t going to do it.

What I built

I conceived, designed and produced Pitch! — a competitive mobile game that lets agency employees practice answering client briefs against each other. The game mechanic is simple but effective: players are dealt a brief and a hand of tactic cards drawn from across the integrated communications toolkit. They build a pitch, submit it, and compete for the best score.

The content was built around real-world brief types — from earned media and social campaigns to content strategy and influencer programming — forcing players to think across disciplines rather than defaulting to their specialisms. The competitive element made practice feel like play, and the multiplayer format meant colleagues were learning from each other’s choices as well as their own.

Pitch! launched globally as part of the rebrand rollout, framing new business thinking as something you could get better at — and have fun doing it.

Why it worked

Training that feels like obligation gets skipped. Training that feels like competition gets played. By wrapping new business skills inside a game with real stakes — even if those stakes were just bragging rights — Pitch! created genuine motivation to engage with the content. The integrated brief structure also did quiet work: every round exposed players to channels and tactics outside their day-to-day, building the kind of fluency the rebrand was asking for.