Growing a Brand to $255MM

Evil Geniuses Brand and Partnership Development

THE CHALLENGE

Announce the partnership between Evil Geniuses and the Premier League football team Wolverhampton Wanderers (Wolves).

THE INSIGHT

Esports and Premier League share more commonality than one might think.

THE IDEA

Leverage the similarities between esports and pro sports to connect the two audiences in excitement.

THE EXECUTION

Created a high-impact social campaign, press release, sizzle video, updated jerseys, stadium event, and website updates.

THE RESULTS

The video racked up 3M+ views

1352% increase in traffic website traffic

The story was covered by many news sites, including Forbes, which broke the story announcing the partnership and that Evil Geniuses had a new valuation of 255MM.

MY ROLE

Creative direction, brand strategy, concept, jersey design, video direction.

Below are a couple more partnership videos I guided my team to create. These announcement videos illustrate the strategy and positioning of the partnerships, and why partners continued to re-up their contracts. It also helped that the videos had massive engagement numbers with their targeted audience.

To announce the partnership with Elysian Brewing, we positioned their SpaceDust beer as a necessary element for fans to enjoy when watching a match - scripted and edited to feel like a Guy Ritchie short.

Content series developed for Evil Geniuses and Elysian Brewing (ep1).

To announce the partnership with Tumi, we created a campaign that spotlighted the premium qualities that would resonate with fans aspiring to be professional players.

Developed meaningful content series that EG's partners were excited to support.

Ad development for Factor, an Evil Geniuses sub-brand, that created insightful live charts and graphs fed directly from Riot Games' League of Legends esport events. This series of ads ran during league events to drive awareness and activation.

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