Overwatch League Sponsorship Campaign

Intel’s strong first impression for eSports and The Overwatch League culture, we celebrate teams and fans alike in these anthemic pieces as they make their pilgrimage to the The Blizzard Arena.

These videos were created to play in stream broadcast of the event but also ended up on TV broadcast on ESPN and Disney Channel.

Role: Art Director

For the fans

The campaign will come to life through multiple shorter, team-specific pieces of content that hero the TOWL teams and the die-hard fandom behind them. These will support multiple demand gen offers and deliver the message that being the best means performing with the best: the Intel Core i7.

We will also create longer, hero content that feels more anthemic and reflective of the energy and intensity of the Overwatch League. Our long form piece will capture the heroic quality of the teams and their players, the culture of the league, and the intense fandom, hype, and excitement as players and fans make their epic pilgrimage to the Mecca of the TOWL: Los Angeles.

Acts of fandom

This project was a delight to concept for. The team kept pushing each other to come up with fun things our League fans could do that aren't the norm in eSports culture today.

We put D.Va on a pool floatie while she streams a match, had a fan get an Outlaws tattoo, tagged the streets of LA with Fuel logos, put a dog in a Gladiators hoodie, showed off nail art of the Dynasty tiger, and made gold chains for every team.

Custom Content for Every League Team

Equal representation for every one of the twelve league teams was important to us as we crafted the content. Teams had their own unique cutdowns and display that was targeted to their fans.