Micron | cross-channel campaign

Lag. That was the word we heard over and over when we brought gamers into the studio. We spent hours watching them play, learning what mattered in the heat of a match and just how much bragging rights came with scoring legendary gear.

Micron had a compelling advantage over its gaming GPU competitors. By controlling manufacturing from silicon to finished memory, they could deliver the precision and reliability gamers depended on. I developed a campaign concept connecting these two worlds, cutting between players in intense online battles and the intricate process of creating the components inside their rigs. I flew to Idaho to pitch the idea to Micron's executives, and we won the competitive RFP.

I partnered with another Creative Director, taking the lead on the film, editing, and animation while they focused on shoot planning, design, and the still campaign. Together, we developed a flexible set of assets and guidelines that Micron rolled out across channels and markets in 13 languages, all built around our gamer-inspired line, Legendary Parts for Legendary Wins.