Launching a video game streaming platform that stands for something better.
Microsoft Mixer (2013-2021)
AGENCY: Hijinx
MY ROLE: ACD // CREATIVE DIRECTION // DESIGN // PRODUCTION // POST PRODUCTION // SOCIAL
CHALLENGE:
The streaming landscape had become notorious for toxicity, harassment, and exclusion creating a space where negativity overshadowed fun.
SOLUTION:
Streaming is better this way. Not by being louder but by being kinder — a space where creators lift each other up, communities actually feel like communities and trolls don’t get the mic. With clear rules and a creator-first mindset we showed that streaming can be inclusive, safe and seriously fun.
RESULTS: Added 30m + daily active users | Millions of video views | ADDY Silver | Got our main client a significant promotion (congrats Josh!)
Look & Feel
Launch Video
Paid Social
To reach Gen Z audiences we used paid media in a organic way. Instead of straight up ads we created entertaining content that got interaction and not just impressions.
Organic Social
To get the platform off the ground we produced a ton of original content that kept all the daily active users engaged and excited about Mixers features as well as highlighting the platforms influencers
Streaming For Good
We created a charity campaign fueled by young streamers and targeted at online bullies. In just over a week we generated over 100k in donations from our community proving that they really did care about online safety.
