YouTube: Game On
Lead Creative & Director
Los Angeles, 2022
CAMPAIGN
To reinforce YouTube’s position as the premier platform for gaming content, we developed Game On, an interactive, nearly two-hour livestream event. This unique collaboration brought together leading creators, popular games, and the vibrant YouTube gaming community, featuring segments like Bella Poarch hosting a Mortal Kombat tournament, an IRL Among Us game, a bomb squad defusing virtual bombs in Keep Talking and Nobody Explodes, and a high-stakes Hot Ones challenge inspired by top gaming trends of 2022.
ROLE & PROCESS
Directed the live-action shoot on a virtual production stage and designed an original virtual set prototype in Unreal Engine, ensuring a seamless integration of real and digital environments. Led creative direction across motion, animation, and experiential, collaborating with in-house post-production teams and external agencies to execute high-impact content. Crafted a strategic interactive framework that allowed viewers to influence the event in real-time through polls, choose-your-own-adventure moments, and live engagement, enhancing authenticity and community connection.
IMPACT
8M+ streams in under a week.
38,000 comments per minute in chat during the live event.
95% positive sentiment, far exceeding the 60% benchmark.
1300% increase in organic traffic, outperforming internal Spotlight benchmarks.
Webby Award Winner: People's Voice winner for Metaverse, Immersive & Virtual Entertainment, and Social, Experimental & Innovation categories.
Creative Director - Joey Hunter
Group Account Director - Annalise McDonnell
Executive Producer - Christian Polsinelli
Creatives/Directors - Claudia Brand, Dan Daly, Matt Earl
Producer - Becca Rachefsky
Account Director - Vicky Trinh
Account Manager - Madara Mendis
Post Producer - Annabel Mills
Post Producer - Simon Jackman
Creative Director/Animator - Tom Stone
Lead Animator - Oliver Eather
Animator - Oscar Brooks-Luscombe
Sound - Rowan Dix, Jacob Turier, Tyler Burrows
Unreal Engine Lead - Shrey Bhardwaj
Edit Team - Jasmine Stokes, Jordan Swioklo, Jos Eastwood, Jodie Williams, Rolando Olalia, Sam Whiteside, Tom Nall
Creative Development, Campaign Execution, Production & Post Production - @entropicofilm
World 3D Animation - @buck_design
Bulldog - LiveStream
Hovercast - Interactivity
Custom Game Development / Group Play Segments - CLICK & Noxcrew
Social Factor - Moderation & Engagement