The Situation
One of the coolest brands on the planet is Twitch. They have their very own multi-player universe with millions of members all creating in the moment—live. So, why would they want to show up in a big way IRL? And, if so, how should they do that? Especially in a massive convention center that doesn’t feel as cool as the subject matter on their platform.

Transformation
TwitchCon brings their members together to celebrate and strengthen the vibrant and existing community all while creating new relationships. We created a colorful experience throughout the San Diego Convention Center while focusing on key moments as part of the overall strategy. This focus helped deliver big impact in high traffic areas that built on the energy and excitement of the event.

Brand colors and gradients playfully painted walls creating colorful backdrops for streaming while at the same time doubling as directional wayfinding. Dwell zones were created to help create connections and amplify the dynamic Twitch community.

Reality / Impact
As TwitchCon played out, my team embedded with the attendee’s and captured content of the colorful community to help craft a weekend narrative for the Twitch brand. The grand introduction to the ‘new’ Twitch we helped craft was experienced by a sold out crowd of 15,000+ attendees and 120+ vendors and exhibitors.

Role:
Creative Direction

Partners:
Creative Team / Ezra Dahl, Chloe Payne, Alyssa Liles
Videography / Chris Lacourciere
Photography / Ben Sellon