Twitch Social x TwitchCon Las Vegas 2023

Art Director – Motion & Brand | DEPT × Twitch
 

Role & Context
As Art Director (Motion & Brand) on a flagship social activation for TwitchCon Las Vegas 2023, I helped lead the creative strategy and execution for the primary social media coverage of Twitch’s largest community event. Working across creative, capture, community management, and editorial production, our team was tasked with reshaping broader audience perceptions of Twitch during a critical moment of community skepticism and competitive pressure.
 

Overview

Flagship social activation for Twitch’s largest global event, designed to rebuild community sentiment and drive engagement across IRL and digital audiences.
 

The Challenge

Twitch needed to re-energize its community during a period of heightened scrutiny and competition — translating the energy of a 30,000-person live event into authentic, real-time social storytelling that resonated globally.
 

Creative Strategy

• Social-first storytelling designed to feel native, not promotional

• Modular motion systems that scaled across platforms and live moments

• Community-driven humor and culture (memes, IRL activations like “Touching Grass”)
   

Results

• +81% average impressions vs. prior TwitchCon

• +102% total active engagements

• +30% increase in 1:1 fan interactions

• +54% lift in global sentiment

• TikTok clip reached 3.6M views and added ~11K followers

• Trended #1 in Las Vegas and Top 6 worldwide during the event

Awards:
🏆 2× Shorty Awards — Gold + Audience Honor (Live Events)
 

Why This Matters

This work demonstrates how motion-led art direction can shape community trust and sentiment at scale, turning live cultural moments into measurable brand impact.