Tokyo Toys: Rocket Coco

Project summary

This project was a joint collaboration with a developer (Dominic Jacobs) to create a game that promotes the company's brand and expands on the characters digital reach

Methods & Tools

Method: Consultation, ideation, drawing, gameplay design, storyboarding, concept art, animator

Tools: Adobe Illustrator, Adobe Flash

Year & Duration

2008, 1 month


Concept Artist, UX Designer

Challege statement

How might we build a game that uses the character's unique universe and also bring in elements of the company's business; celebrating Japanese pop culture?


Consultation with Stakeholders

A one-to-one interview with the company owner and his staff allowed us to find out what they would like to have as a final outcome, but also how it would be used in store and online. They stated that a 2d side scroller is a format they would like to see as an outcome.

Customer Research

Quick interviews with customers who visited the company's London store provided insights on what products and games their were interested. But most importantly to discover the type of video game genres they enjoy to play in a short amount of time.

Competitor Analysis

The game market has many types of games from side scrollers to puzzlers, which makes it a vary versatile space for creating new game ideas. It was important to see what games were on the market and to analyse the level of difficulty for creating them.


Concept Outline

Sketches of the games concept and outlines of the gameplay were created to start imagining how the game would look and feel.

Character Development

We wanted to shape the style of the game based on the character styles. Therefore, I created new concept pieces, which could be used as the foundation for future development of the game.

Stakeholder Agreement

The concept outline was shared with the stakeholders to show the direction that we were taking, but most importantly to gain feedback on how we can develop the product to best suit their needs.


Storyboarding Sketches

Sketches of the storyboard was created to provide a background story for the game, layouts for levels and enemy arrangements, which would later on help us with developing high-fi visuals in the next stages.

Animation of Coco

An animation demo of the game's story introduction was created to set the scene of the game. This was created in Adobe flash.

Game Development

By combining the storyboard and animation demo the game was able to start development in terms of coding and high-fi illustrations.

User Testing

With the demo of the game a small user test was conducted with a small set of users to gain feedback on the gameplay mechanics and style of the game

The feedback was quite mixed with positive gameplay ideas, but the game's difficulty was too high and a completed level of the game is needed. On the other hand the animated introduction was positively received.


Space Coco Monkey Game Demo

We were able to deliver a demo preview of the game, which showed off its gameplay mechanics, visual style and story.

Client Presenation

The demo stage and user feedback was shared with the client to show the users' impression of the game. The client was pleased with the develop and expressed that some changes should be made to fall inline with the company's brand and vision.

Personal Reflection

Personal Relection

It was a great opportunity to work on a demo game, even if it didn't turn into a fully developed product. I was able to learn about the processes for how a game would be developed, how to solve problems during development and most importantly to work with a games developer.

This demo even helped the client think beyond his typical product ideas for his business and to think more about what the digital space has to offer. For my friend (developer) and I, we were able to use this demo to get game development work from the company Toymation, which we managed to develop and ship a game called 'Whack-a-Tobi.