Bringing Finnie to Life: Behind the 2026 Commonwealth Games Mascot
In the lead-up to the 2026 Commonwealth Games, we were tasked with one of the most joyful yet challenging brand activations: launching "Finnie," the official Games mascot, to the world. Our team was responsible for turning a costumed character into a beloved personality—and doing so across multiple platforms, formats, and audiences.
The Mission: More Than a Mascot
Finnie isn’t just a costumed figure; they represent the energy, diversity, and spirit of the Games. Our goal was to create a dynamic, character-driven campaign that would resonate with children, athletes, media, and the public—bringing the mascot to life in a way that felt authentic, entertaining, and inclusive.
Our Creative Strategy
We focused on making Finnie feel like a real personality—one who could dance, pose, meet fans, and take part in social trends. Content was designed to be quick, colourful, and optimised for modern attention spans. Everything we produced needed to be versatile across platforms—from vertical TikToks to formal media reels.
Activation Highlights
📍 Signature Poses + Hero Shots
At Glasgow’s Radisson RED, we shot iconic stills and slow-motion footage of Finnie striking bold poses. These became the anchor visuals for press kits, posters, and web content—delivered in 9:16, 4:5, and 16:9 ratios.
🎥 "Get Ready With Me" Scene
We created a playful "Get Ready With Me" segment, offering fans a peek behind the curtain as Finnie prepped for their big debut. With outtakes and cutdowns ready for TikTok and Reels, this was a standout moment in humanizing the mascot.
👋 Staff Meet & Greet
The Glasgow office meet-up generated spontaneous joy—and great content. We captured candid reactions, hugs, and high-fives, plus trend-based TikToks that let staff join in on the fun.
🧒 Mascot Makers + Kids' Voices
In a heartfelt segment at Radisson RED, kids who helped inspire Finnie’s creation got to meet the mascot. Their reactions and soundbites were golden, forming the emotional core of a wrap edit that celebrated community involvement.
🏃♀️ Athlete Interactions & Social Trends
Filmed across Radisson RED and Kelvingrove, we captured athletes answering fun, rapid-fire questions in 9:16 format. TikTok trends, dances, and light-hearted challenges helped build immediate engagement.
🏛️ Media Event at Kelvingrove with Eilish McColgan
The official mascot reveal featured Olympian Eilish McColgan and Finnie together at the Kelvingrove Art Gallery. We delivered a VNR (video news release) edit plus short-form social cuts on the same day, keeping the momentum going online.
Content Pipeline & Same-Day Turnaround
Thanks to our embedded editor on-site, we pushed out polished videos within hours—ideal for real-time social buzz. Each asset was carefully tailored:
16:9 for LinkedIn and press
9:16 for TikTok, Instagram, and Reels
4:5 for high-impact image carousels
We even hit platform limits (like LinkedIn's 100MB cap) without compromising quality.
Results & Reflections
The campaign rolled out with a bang. On TikTok, Finnie’s "GRWM" content drew thousands of views in the first 24 hours. Internal staff videos brought authentic warmth to the mascot’s public image. And the Kelvingrove event created a seamless bridge between media-facing content and social virality.
Above all, we proved that mascot content can be more than novelty—it can build community, spark joy, and carry the spirit of the Games long before the Opening Ceremony.