Streaming on Twitch has brought PC gaming out of the basement. Now, players’ best moments – and biggest fails – can be seen the world over. This was a reminder that they couldn’t risk playing on anything less than the best. The campaign was created specifically for large-scale events and competitions, like the Intel Extreme Masters circuit, which draws 65,000 attendees and 65 million viewers online.
The audience at eSports events is the definition of captive, flooding arena seats with numerous opportunities for commercial breaks between competition rounds. In the past, Intel would make one :15 ad that would run between 100 and 200 times over the course of a weekend. Instead, we opted to entertain
In a category-first, we united more than 20 of the world's most influential professional gamers, streamers, and casters into our launch film including: Miss Harvey, Scarra, OMGitsfirefoxx, Dyrus, Potter, Pokimane, Counter Logic Gaming, and ClearLove, among many others.
The entire campaign was wrapped together with a unique visual style born directly from how gamers communicate on streaming platforms – emotes. We worked with well-known Spanish artists, Brosmind, to create 61 ownable emotes, both iconographic and typographic, for use globally in film, print, events, online, social, and even down to the freebie t-shirts handed out as event swag.
GAMER INTERVIEWED AT ESPORTS TOURNAMENT
We proved to our audience that the world truly is watching. At worldiswatching.intel.com, people submitted their best gaming moments. The best of the best were paired with reaction shots from world-famous gamers, which became the basis for our :15 and :30 videos at events and online.
CLIENT
Intel
AGENCY
Agency Inside
ROLE
Concept
Creative Direction
Copywriting
CREATIVES
Global Creative Director:
Teresa Herd
Group Creative Directors:
Caspian Michalowski, Dave Williams
Creative Directors:
AJ Musial Rivvers, Warren Frost
Agency Producers:
Dan Watson
Kacey Hart
Davielle Boon
Carlito Palomino
Photography & Retouching:
Fabiano Feijo
PRODUCTION
Reset Content
Director:
Taylor Cohen & Nabil
Director of Photography:
Larkin Seiple
Line Producer:
Martha Davis
POST
Editorial:
Rock Paper Scissors
Editor:
Damion Clayton
Assistant Editor:
Mike Spagnoli
UGC Editor:
Eric Herron
Post-Production:
A52 & Elastic
Post-Producer:
Danny Hirsch
Sound & Mix:
Lime Studios
Audio Engineer:
Jeff Malen
Audio Producer:
Susie Boyajan
Music:
Robot Repair
INTEL X CHRIS LEE
OCULUS