Gearing up players for next-level gaming.
Verizon might not be the first place customers think of as the place to buy the latest gaming gear, so when they became an official vendor of Xbox, they wanted to show their customers how much they get them. We created a fully integrated campaign bringing non-player characters (NPCs) into the real world to generate hype for this one-of-a-kind partnership.
Responsibilities: Lead art direction for digital and social collateral, craft storyline and set design for Twitch livestream, assist with commercial and video development
NPCs Go IRL
We continued generating buzz about Xbox All Access coming to Verizon by bringing a real-life NPC to select stores in Chicago, Atlanta, and Santa Monica. Customers who solved one of his riddles were rewarded with free Xbox accessories like headphones, controllers, and gift cards.
Not your average Twitch stream.
To get gamers even more hyped for this one-of-a-kind partnership, we joined forces with Team Liquid star Average Jonas to create a Twitch stream like no other. We turned Average Jonas into a first-person playable character in a live IRL Twitch adventure completely controlled by viewers. Using Twitch chat (and a few friendly NPCs), fans navigated through a series of challenges inspired by their favorite games to find the ultimate treasure: Xbox All Access.
Our stream ranked the #2 most watched in the US and #11 most watched globally for the day.
Creative Team
Agency: Madwell
Creative Directors: Mauricio Galván, Ryan Howard
ACDs (Digital): Matt Fry, Devin Kharpertian, Katie Mullins
ACDs (OLV): Alex Kauffman, CJ Thomas
Senior Art Directors: Anna Lindell, BriElle Munizzi
Senior Copywriter: Jake Wilhelmsen
Designers: Emma Gaedje, Zenzi Sky Lark
Copywriters: George Comatas, Javi Ortiz, Brooke Strozdas
Associate Designer: Sukanya Bose
Awards & Honors
Shorty Awards, 2023
Winner: Live Video
Silver Honor: Other Platform
The One Show, 2023
Shortlist: Gaming, Streaming & Influencer
Webby Awards, 2023
Honoree: Best Community Engagement
Featured Press