MY ROLE — Creative Director
Lead Creative Director overseeing the campaign concept, creative strategy, visual direction, creator integration, social activation, and multidisciplinary team responsible for bringing the partnership to life.
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Strategy
Celebrity Partnership Strategy, Campaign Strategy, Social Strategy, Gamification & Engagement, Influencer Marketing
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Design
Art Direction, Campaign Identity, Social Design, Video, Creative Direction, Motion Graphics
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Client
Lenovo Legion
Beyond
Performance
Lenovo Legion had earned gamers’ trust through performance and reliability, but needed greater cultural relevance with Gen Z. The challenge was to introduce Legion’s first major celebrity partnership without creating another traditional product endorsement. To make the brand feel naturally embedded within gaming, music, and Marshmello’s lifestyle.
Finding
the Crossover
- Identified the intersection between Marshmello’s music career, gaming credibility, and Legion’s audience.
- Developed Game Face On Tour as lifestyle storytelling rather than a traditional product demonstration.
- Integrated Legion hardware naturally into Marshmello’s gaming and music-production routine.
- Built MelloHunt around the content, turning passive viewing into an interactive product discovery game.
- Extended the activation across TikTok and Instagram to leverage Marshmello’s audience and encourage participation.
The Hunt
Begins
Cultural Partnership
Connected Legion with Marshmello to bridge gaming, music, entertainment, and GenZ culture.
Tour Storytelling
Game Face On Tour gave fans bts access while naturally positioning Legion within Marshmello’s everyday routine.
Platform Boost
The campaign premiered through Marshmello’s TikTok and Instagram presence to immediately reach a massive gaming-adjacent audience.
Brand Evolution
The partnership helped move Legion beyond product performance toward a broader cultural position within gaming.
Gamified Content
MelloHunt challenged viewers to identify Legion and AMD moments hidden throughout the content.
Fan Rewards
Fans who correctly completed the hunt competed for Legion hardware and exclusive Marshmello merchandise.
Culture
Connected
Two 2025 Shorty Awards finalist recognitions