Overview:
TwitchCon is a premier event celebrating the Twitch community, and focuses on the culture of live-streaming, entertainment, esports, and internet culture. With over 35,000 attendees and 2.2 million online viewers, Twitch Interactive wanted to honor some of their most innovative creators.
The Strategy:
Inspired by Nike’s “Unlimited You” campaign and the unscripted/cheeky nature of A Brief History of John Baldessari, our solution was to frame the story as a dialogue between the narrator and the streamers, building to a climax that mirrored the unpredictability and ingenuity of their content.
Challenges:
Unscripted Format: Crafting a cohesive story from unscripted and diverse streamer interviews posed challenges in maintaining a cohesive narrative flow
Tight Timelines: We had limited time to develop the narrative, especially since the voiceover couldn’t be defined until the story was edited together.
Creating Climax: Unlike action-packed sports or stunts, the streamers’ activities were more subtle, yet we needed to convey their boundary-breaking creativity in a visually and emotionally compelling way.
My Role:
As the Lead Editor for this project, I was responsible for shaping the narrative and developing the narrator’s voice based on the evolving story. This was not a simple edit. For 36 straight hours leading up to the event, I collaborated closely with our small team, and together we…
Tackled the time constraints, directed the voiceover artist, refined the narrative arc, pushed well beyond the traditional pacing of an unscripted edit, and ensured the streamers’ personalities and boundary-breaking creativity shined through.
Outcome:
We successfully delivered a piece that celebrated the creators’ innovation while maintaining the spontaneity that defines Twitch culture. The unscripted narration brought the creators and their work to life in a fresh, unexpected way.
The video was well-received, both by the featured streamers and the Twitch community.
Production Credits:
Creative Director – Sean Green
Director of Photography – Tu Do
Lead Editor – Jenn Rubin
Motion Graphics – Mike Williams