The Brief: Developed a targeted campaign for TELUS Gaming showcasing the network superiority and lightning-fast upload speeds of PureFibre Internet.
Creative Strategy: The strategy centred on a universal truth: 'Gamer Rage', the acute frustration of a lagging connection while playing online. TELUS PureFibre was positioned as the antidote, the route to an uninterrupted state of 'Gamer Zen.'
The Execution: Led creative strategy and art direction from initial brief through to final production. Real customer interviews with gamers who'd switched to TELUS PureFibre formed the bedrock of the campaign — genuine stories of escaping "Gamer Rage" for true "Gamer Zen" anchored both the broadcast and social executions. Managed the external production house and timelines to deliver eight distinct pieces across formats.
View a more detailed case study.
Creative Strategy: The strategy centred on a universal truth: 'Gamer Rage', the acute frustration of a lagging connection while playing online. TELUS PureFibre was positioned as the antidote, the route to an uninterrupted state of 'Gamer Zen.'
The Execution: Led creative strategy and art direction from initial brief through to final production. Real customer interviews with gamers who'd switched to TELUS PureFibre formed the bedrock of the campaign — genuine stories of escaping "Gamer Rage" for true "Gamer Zen" anchored both the broadcast and social executions. Managed the external production house and timelines to deliver eight distinct pieces across formats.
View a more detailed case study.
My Role: Senior Art Director and creative lead, concept development, art direction, and production oversight across the full multi-channel campaign.
1. Social Gaming versus 15s teaser:
2. Social Gaming Rage 15s teaser | 3. Social Gaming Glitch 15s teaser
4. Social Gaming Turning Argh Into Ahhh 15s teaser:
5. Social Gaming Tech 15s teaser | 6. Social Gaming Devices 15s teaser
5. Social Banners
