Introducing the video game live-streaming platform Mixer required more than just an announcement. Gamers are a discerning and highly vocal group, used to being pandered to and deceived by marketers. Understanding this natural skepticism, we moved away from focusing on what Mixer is, and made a video campaign to connect with gamers in an authentic way.
Gamer-centric humor and a compelling insight showed gamers that, as a platform and a brand, Mixer understood and appreciated their experience. On YouTube and social media, the videos broke the ice with our audience. They shared, reacted, and investigated. And Mixer earned its place in the gaming community as a result.
ROLE: Creative Director / Director