Crafting the very first Elgato Event
CLIENT: ELGATO, 2021
AGENCY: SMAL
ROLE: CREATIVE DIRECTOR, CONCEPT + ART DIRECTION, DESIGN + MOTION + SOUND
THE STORY
Setting the stage for something new: creating an immersive experience and community engagement around Elgato's first digital keynote that celebrates content creators and innovation.
For the past 10 years, Elgato has made it their mission to empower their community to create better content.
As a long-term creative partner of Elgato, I was entrusted with the conception, story building and production of their first-ever virtual event.
This online rendez-vous with the brand was designed to praise the achievements of all content creators around the globe while celebrating the announcement of innovative Elgato gear, designed to push further the limits of content creation.
Built up like detonating fireworks, this mysterious and immersive online experience generated high enthusiasm and made some noise through Elgato's community and more.
Building the narrative
Creating the first event of its kind is no easy matter; from a blank sheet and an infinite amount of possible directions, building the best flow of a truly unique yet brand-authentic online event requires a good balance of creativity and discipline through exploration.
I developed the whole storytelling and strategically orchestrated the flow of announcements before, during, and after the keynote; refining every single detail to provoke excitement and keep the viewer passionately entertained.
Elgato x YOU
Participation, inclusion, immersion: My main goal was to make the audience feel this event was truly made for them.
With this community-driven approach that goes hand in hand with Elgato's tone of voice, I focused on building an authentic shared moment between the brand and its followers by involving different creators from within the broadcast spectrum and stepping away from the codes of a classic corporate presentation.
Designing the look and feel
We skinned and brought the dedicated visual identity to life in collaboration with Elgato's team and their partners at Visuals By Impulse, ensuring a seamless experience for the audience and a consistent look throughout the whole communication, in and around the event. Our approach was again driven by our common theme; honoring the community by integrating references to the internet culture, Elgato easter eggs, and by celebrating the moment.
Bringing the event to life
Being in charge from A to Z of the most secret project ever, I took care of articulating the creative vision that made July 15th memorable to the audience.
From the structure of the script to content production to editing the event movie – our team orchestrated the build-up of the Elgato keynote in record time. We brought all the pieces together into one great visual experience praised by the viewers.
The biggest Elgato announcement ever
It was thrilling to observe the true success of the launch event stream we secretly developed for months. The community reacted really positively to the event and the different announcements, generating enthusiasm and positive spirit for the brand, breaking attendance, participation records, and sales.
Introducing the new products
With the announcement of 9 epic launches during the event, my team and I also supported the brand by designing the launch communication material in parallel: new webpages, new product trailers, and new social media assets that showcase the different product innovations and user benefits.
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