TwitchCon San Diego
The Objective.
Create FOMO by bringing the TwitchCon San Diego experience to life through the lens of our community’s favorite streamers. Equip streamers directly and indirectly with opportunities to showcase themselves and engage with Twitch socials.
By the numbers:
Impressions
28M
Engagements
724K
Engagement Rate
2.52%
*Engagement defined as Like, Comment/Reply, Share/Retweet, or Save
In the leadup phase, I lead creation of three pitch decks for TwitchCon San Diego: Lead Up Deck (@Twitch and @TwitchCon), Twitch Main Event Deck (@Twitch and @TwitchCon), and the Twitch Rivals Event Deck (@TwitchRivals).
Our strategy was primarily focused, as one might expect, around Twitch’s vast array of influential creators. I wanted to come in with as many preplanned creative concepts as possible, while leaving opportunities to take advantage of impromptu creator opportunities.
After the three decks were approved, we jumped into what asset production we could and prepared our roles & responsibilities along with the shot sheet for where and what each team member would be doing during all four days we would be covering the event.
Preparation Phase
For the event, I served as the creative lead embedded within our agency’s production team onsite, with oversight from Twitch staff.
There, I made sure our shoots aligned with the approved creative vision laid out beforehand, communicated and directed creators on shoots, served as our quick turn photographer, and worked with the clients to crush impromptu asks as they came in from other Twitch teams such as: PR, Marketing, or Sales.
Our incredible offsite team managed community management, final asset production, publishing, and project management.
My Role Onsite
Work Highlights
Twitch Rivals Stage Reveal
Using our early access to the venue, we were able to round up a group of willing creators present for media day to tease the Twitch Rivals arena.
I had to actually make a quick pivot on this one as the stage and arena weren’t fully completed and couldn’t be shown. So the asset was shot as we had planned beforehand but instead of following the creators in to see their great reactions with the arena in all its glory, we only showed their reactions and left the actual arena up to the audiences imagination.
Megan Thee Stallion @ Twitch Party
During the TwitchCon Party, Megan Thee Stallion headlined the musical acts. I was present acting as a photographer for this section of the event, as due to legal reasons we couldn’t record any video or audio.
Megan put on a great show, spending a lot of time to bring members of the audience up on stage to partake in the show including this attendee wearing an incredible Master Chief cosplay. I was able to capture a photo used on socials the next day after approvals from both Twitch and Megan’s teams that was our most successful post on Instagram during the event.
We also caught up with the cosplayer the next day to record a follow-up asset.
We used the opportunity in press visits with creators to capture this video with Quackity to support our Hispanic Heritage Month campaign as well as TwitchCon San Diego. A double win.
Shoutout to our second roaming content team, Kyle and Calli, who managed to capture this top performer.
