Twitch: Production Program
An embedded creative partnership with the leading live stream platform for gamers.
Client
Twitch
Agency
Media.Monks
Year
2020-2021
↳ Highlight Reel
Q2 of 2020 was a memorable time for the world – with life as we know it flipped on its head, and “business as usual” getting completely upended and taking on a new meaning.
Twitch is one of the largest live stream platforms, predominantly known for gaming with roughly 140MM active users every month.
The company had a huge opportunity space with more and more people jumping online at the time, Twitch needed support quickly to keep up with the growing demands. What started as a scrappy operation consisting of an Account Manager, Creative Director and myself quickly scaled into one of Media.Monks’ select fully-dedicated client teams with roughly 25-30 folks spread across multiple global offices and time zones. The early days came with tons of operational and organizational hurdles internally and externally, fostering key client relationships with a seemingly endless list of different Twitch teams that wanted to work with us.
In the first year alone, I helped lead a small creative army delivering over 70+ projects spanning everything from product launch campaigns, social content, brand/visual identity development, animations, broadcast graphics, live events and more.
One of the most gratifying results from this period is to still see the program running steadily to this day.
It’s hard to capture everything in a concise manner, the below sections are a loosely organized, topline collection of some fun stuff we made – but far from holistic.
01
GlitchCon
When Twitch was unable to host an in-person TwitchCon, the show had to go on and a virtual solution was born. The theme was a portal hidden within Twitch's codebase that led viewers into a glitchy, alternate dimension where everyone can come together.
GlitchCon was the online manifestation that brought the Twitch community together to meet streamers, play games, watch esports and hang out with friends.
We collaborated with Twitch to design and develop the visual direction for GlitchCon 2020 — including everything from brand guidelines and graphics packages, to merchandise, social content and special one-off content within in the stream itself.
02
Merch x LootCave
Twitch asked us to concept and produce the launch for their new line of clothing inspired by streetwear and gaming culture. The campaign consisted of a photography look book with models, social ads, and eCommerce product lay downs. The work was featured across the Loot Cave, Twitch's merch hub – and also used for various seasonal and event cross-promotions.
03
Partnerships & Events
Some of the more challenging and unique opportunities were various Twitch event and partnership programs, either recurring or one-off, where Twitch needed help with sub- and co-branding along with messaging.
04
Product Announcements
Twitch is constantly evolving its rolodex of products for both streamers and viewers to improve their respective experience. Whether that be in the tooling, or the overall fundamental UI/layout updates. We helped create quirky, digestible explainer videos that draw awareness and understanding to these rollouts. We also helped develop deeper-funnel educational formats, such as Creator Camp with Twitch 101 and The Basics, as well as a library of different UI screen explainers.
And while Twitch is known for streaming video game content from its origins, they've also been claiming stake in other growing categories such as talk shows, arts, cooking and especially music. Music on Twitch was a big program we worked on to help launch as a niche “Path” within their Creator Camp offerings.
05
Don't Lurk x VoteBot
For the 2020 election, Twitch wanted to remind people to vote without getting too political. So we helped launch a campaign leveraging a user behavior known as “lurking” to help wrap the message. This is when you passively watch, but don’t participate on platforms like Twitch or Reddit. This insight helped craft a comical and action-oriented campaign to get folks to the polls.
Lurking in chat is fine, but lurking on Democracy isn’t.
We delivered a range of assets including video announcements, push notifications, emails, and even built a custom Twitch chatbot that Creators could enable on their channels to call out lurkers directly and give a friendly nudge to consider voting.
