AN UNBOXING IN THE WILD

To overcome scepticism around cloud gaming, NVIDIA GeForce NOW and Optus needed to prove performance, not promise it. Gamers don’t trust advertising, they trust other gamers, especially when the experience is live and unfiltered. So instead of running ads, we dropped GeForce NOW directly into streamers’ lives, delivering custom “Loot Crates” to unexpected outdoor locations and letting creators unbox and play AAA games live, using nothing but Optus 5G. No scripts, no edits, no safety net. The unboxings became the content, and the gameplay became the proof.

‘The Future Of Gaming Unboxed’ case study video:

CONTENT & CUTDOWNS

The live streams became a library of proof:

• Twitch integrations with established gaming creators

• Social cut-downs for paid and organic media

• Short-form films showing instant play, zero setup, anywhere

Each piece reinforced the same message:
If you can unbox it here, you can play it anywhere.

@Milkberry live Twitch integration:

‘The Future Of Gaming Unboxed’ cutdowns for ad media:

MY ROLE

Creative direction across concept, visual identity, and live-stream format.

Shaping the core idea, overseeing design and execution, and working closely with creators to ensure the experience felt authentic to gaming culture, not advertising.

RESULTS AND RECOGNITION

• Millions of live and replay views across Twitch and social

• Thousands of real-time interactions during streams

• A gifted Twitch subscription from a viewer to Optus – an unprompted moment of brand affection

• Campaign Brief – The Work 2024 Hot List