Three and a half years in-house
ASSORTED TWITCH
Twitch is where people go to watch other people do whatever they feel like, live and unedited. As the third hire in the marketing team in EMEA, I had the chance to shape this fast-moving brand as it was happening, through the covid years. Leading over three years of hyper growth, big streams and even bigger Twitchcons. As we rehauled our ways of working in EMEA, I also took responsibility over LATAM and APAC, running all the international markets from a creative and brand POV.
Role → Head of brand and creative, EMEA - Group Creative Director
Masterbrand
An identity that matches their energy
I was the main EMEA stakeholder working into the Twitch rebrand, made with PORTO ROCHA. We kept the core of the brand (the wordmark, the Glitch, Roobert and Twitch Purple) and pushed everything around them to extremes. The result is a digital-first system that can drop right back to let a streamer hold the spotlight, or go full hyper-expression to match a community mid-chaos.
We brought the first real iteration of this rebrand into TwitchCon Paris.
TwitchCon
The brand, at monumental scale
TwitchCon is the platform’s annual festival, where the new identity met its audience in person, combining streamers, fans, games and communities into one giant lovefest.
I ran the first ever return to TwitchCon post covid, and then continued to run either the full experience of EMEA TwitchCons – sites, content, marketing, experiential and more – and ran the content capture in San Diego.
France
Tout part en live
“Tout part en live sur Twitch”: it all kicks off on Twitch. A cross-media campaign in France built on the pure, raw, unscripted moments that happen when people go live.
It ran from a hero film starring the top French streamers and their channels out through in-game advertising, social, experiential and digital out of home. Tapping into French streamer culture, we turned Twitch from a niche brand into a household name.
Gaming
Find something…
On Twitch there is something for everyone: open worlds, shooters, arcade, racing. You just have to find it.
To capture the ever-changing gaming landscape and big content moments on Twitch, we created a dynamic 360 campaign toolkit that could adapt to new hype, from streamers, to content formats, to games.
Product
Showcase
Showcase lets Twitch streamers build and share custom images and video on their own social channels. Logging in with a Twitch account pulls through their channel information, emotes and profile picture, so go-live, schedule and announcement assets more or less make themselves.
Twitch Rivals
House of Madness
Twitch Rivals Ultimate Challenge II brought 32 creators to Barcelona to go head-to-head IRL across six challenges, Twitch’s first physical event in Spain.
The social campaign that carried the audience there was built around the House of Madness: a traditional Spanish villa by day that gets the full Twitch makeover by night, where anything could happen.
