MY ROLE — Creative Director
Lead Creative Director overseeing campaign strategy, creator integration, competition mechanics, visual direction, community participation, and the creative team responsible for launching the activation.
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Strategy
UGC Strategy, Creator Marketing, Social Strategy, Gamification, Community Engagement, Partnership Activation
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Design
Campaign Art Direction, Social Design, Motion Graphics, Video Content, Promotional Design
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Client
Lenovo Legion
Creator
Competition
Creator partnerships can easily become passive endorsements. Legion and AMD needed an activation that gave fans a meaningful role while allowing three distinct creator communities to compete, create, and ultimately determine the campaign winner.
Fan
Takeover
- Partnered with CouRage, DrLupo, and HappyHappyGal around their established communities.
- Built a competition around a behavior gaming audiences already understand: frag-reel editing.
- Asked fans to transform creator Twitch footage into original short-form edits.
- Centralized submissions through #ReelRumble on Instagram.
- Used creator livestreams to review finalists and turn judging into content.
- Shifted the final decision to fans through public likes and comments.
Create.
Compete.
Vote.
Creator Captains
Three established creators rallied their individual communities around one shared competition.
Fan Editors
Participants transformed existing Twitch gameplay into original high-impact frag reels.
Live Judging
Creators reviewed submissions on stream, extending participation beyond the original posts.
Public Finals
One finalist from each community advanced to a social vote decided by fans.
Community Rivalry
The format turned creator fandom into friendly competition while keeping Legion and AMD at its center.
Real Stakes
$40,000 in prizes provided meaningful incentive for creators and fans to participate.
