Twitch:

Production Partnership

CLIENT RELATIONSHIPS / EMBEDDED BRAND TEAM / CREATIVE LEADERSHIP / PROACTIVE SALES / ONGOING PARTNERSHIP

SUMMARY:

This page is different because it’s not centered on a single project.

Instead, it’s about why I made an active decision to join an embedded Twitch production team within MediaMonks in Q2 of 2020, and the work I was able to contribute to.

When I first heard rumblings of MediaMonks working with Twitch, I knew I had to be on that team. I’m a lifelong gamer, and I felt that my unique knowledge of the culture and zeal would be a key asset. I transitioned off of my other projects and became 100% dedicated to Twitch.

I joined the team when it was in its infancy - consisting only of a Producer, Account Manager, and Creative Director. Due to our hard work and my passion and understanding of the gaming space, we were able to win over 70 projects from Twitch, and I helped grow our internal team to over 25 Monks.

Individual Contributor —> Leader and Manager

One of the reasons I actively made an effort to join this team was to improve and round out my skillsets as a leader. Up until this opportunity, my focus at MediaMonks was to be the best individual contributor I could. And for the most part, I was pleased with my efforts.

But it was time to push myself and continue leveling up my skills in client relationship building, leadership, and mentorship. As one of the most senior creatives underneath the CD, I was now working with teams in Argentina, advising junior creatives, and helping establish organizational process flows.

With a drive to lift up others around me, our scrappy (and very weird) team produced a boatload of work that fills me with pride to this day. Check out just a few of the campaigns and initiatives we knocked out below.

Role: Copy Lead, Creative

Responsibilities: Client presentations, Copywriting, Conceptual Creative, Process and Organization

Social asset creation

Almost all of the 70+ projects we delivered incorporated elements on social. If you went to Twitch’s Twitter page during that time
(2020 -2021) there was around a 20% chance that any asset you see was done by us.

From creator spotlights to new product drops to campaign announcements and more, we’re were in the business of making dope content for Twitch’s channels.

Here are just a few of my favorite projects:

• Black History Month: For BHM 2021, we created a series of animated videos that highlighted black creators on Twitch. Using interview footage, I weaved together four unique narratives about how these creators are changing the game.

  • Video 1, Video 2, Video 3, Video 4

• Loot Cave: Twitch asked us to concept and produce new product shots of their newest collection on The Loot Cave, Twitch’s merch hub. I helped with the concepting and contributed copy to create a hype video announcing the drop. The song in the video straight SLAPS.

• Twitch Gift Cards: I wrote videos that drove awareness of Twitch Gift cards, while highlighting the emotional benefits each card unlocks.

DON’T LURK ON DEMOCRACY CAMPAIGN

The 2020 election was deadly serious, and Twitch wanted to remind people to get out the vote. But how can a massive platform like Twitch make a political statement, without making a political statement? With a campaign that leveraged native user behavior to kickstart a conversation.

While watching a Twitch stream, it’s fairly common to “lurk” or passively watch. This is accepted social behavior, not just on Twitch but on other platforms like Reddit as well. Using this insight we worked hand in hand with Twitch to craft a comical and CTA driven campaign to get gamers to the polls.

Lurking in chat is fine, but lurking on Democracy isn’t.

With that as our key message, I acted as lead copywriter, driving the creation of an array assets like an announcement video, push notifications, emails, and more, to drive lurkers into action. I also wrote the scripts for a custom chatbot that creators could turn on in their channel that would speak to lurkers directly, giving them comical reasons to use their patriotic powers.

TL;Dr

Above is a tiny snapshot of the work I’ve been key in producing for Twitch. My time on the team was truly delightful, and working on the Twitch brand has been one of my favorite work experiences to date.