level 257 brand identity

My Role: CONCEPT DEVELOPMENT, COPY, SCRIPTING

Before Disney began resurrecting beloved IPs in live-action form, there was PAC-MAN.

In the mid-2010s, Japanese entertainment giant Bandai Namco opened Level 257: a barcade/restaurant/bowling alley in Schaumburg, Illinois. It was an experiment, one that was weird and brave and, in my opinion, very good. And so, when my team was given the opportunity to develop a campaign for the restaurant using the PAC-MAN IP, we felt that it was our duty to do something at least as weird and brave and (we hoped) good.

Behold: PAC-MAN, in the flesh. He’s here. He’s human. He has an eighth-grader’s sense of humor. And he’s returned to teach us an important lesson about playing together.