tech + gaming experience

I’ve had the pleasure of working on creative strategy for multiple tech campaigns while on Twitch’s Creator Marketing team and in house at a creative agency for Intel, AWS and more. Below are a few of my favorites. Please enjoy and many poggers to you & yours.

TWITCH: LEGENDS OF THE LIVE

During my time on Twitch’s Creator Marketing team, I developed and launched a first-of-its-kind animated shorts series called “Legends of the Live.” The series featured Ninja, Pokimane and TimTheTatman. Our goal was to create a campaign that celebrated Twitch’s top creators in a way that felt meaningful to them. A key takeaway from our initial meetings was that each creator wanted to involve their Twitch Chat in the storyline of the series.

We came up with a 'mad-libs’ style concept where we wrote out each creators’ rise to fame story, but left blanks in key statements. Then Ninja, Pokimane and Tim asked their subscribers via Chat to help write their life story. We used a transcript of these streams as our script, and animated three epic tales to illustrate that ‘Twitch is where legends are made.’

The final pieces were shown in Times Square, achieved 4MM+ social views, 81K+ concurrent streams and were called ‘the best piece of creative Twitch has ever produced’ from an exec. Watch them here, here and here.

TWITCH RECAP

I was on the team that launched the first ever Twitch Recap campaign. We were tasked with finding a data driven way to reward both Twitch users and streamers. What resulted was Twitch Recap, a personalized email campaign that highlighted user and streamer behavior throughout the year. It included categories like “Top Channels Watched,” “Most Used Emotes,” “Chats Sent,” “Hours Streamed” and more.

The campaign received rave reviews from Twitch users and streamers alike. Our audience was so eager to receive their Recap that our Twitter feed soon filled with threats from users who had opted out of marketing email campaigns. Definitely a first in my experience!

MICRASHELL BY PRODUCTION CLUB

My friends at Production Club created a novel solution to protect group gatherings in light of COVID-19’s devastating impact on the live events and music industries. Enter Micrashell: a virus-shielded, easy to control, fun to wear suit that allows socializing without distancing. Did I mention it was also specifically designed to make sure you can still drink, vape and hook up at the function?

It was the perfect mix of well researched, matter of fact science and over-the-top absurdity that the proof of concept launch captured the attention of National Geographic, Time, Business Insider, Popular Mechanics, Forbes, Fast Company, GQ, Complex and more. We considered the launch a viral success with 6.2 billion UVM and five continuous weeks of press coverage.

I led the social and influencer strategy for this campaign and also supported PR efforts.