Repositioning milk as a performance fuel for gaming culture

As Creative Director, I led the narrative strategy and campaign development that placed milk—yes, milk—at the center of gaming’s biggest cultural stage: TwitchCon. The creative unlock? Reframing gaming as a high-performance sport.

“Game is Sport” wasn’t just a tagline—it was a strategic repositioning that made milk relevant to a new generation of gamers, athletes, and fans. I crafted a brand voice that felt sharp, fast, and Gen Z-ready—then led execution across event activation, influencer campaigns, and digital content.

From strategy to final delivery, I ensured that every touchpoint hit with confidence and cultural fluency—turning milk into an unexpected contender in a space long dominated by energy drinks.

Impact
A high-energy, high-visibility brand moment that cut through TwitchCon noise—and reintroduced milk as a performance beverage. Coverage in The Drum, glowing social sentiment, and brand engagement that exceeded expectations.

Check out coverage on The Drum: https://www.thedrum.com/news/2022/10/07/forget-energy-drinks-chocolate-milk-the-performance-beverage-twitchcon

Role
Creative Director · Narrative Development · Brand Voice Strategy · Campaign Execution Across Experiential, Influencer, and Social