Twitch

Twitch wanted to celebrate its Australian and New Zealand creators in a way that felt true to their communities. The challenge was to recognise their achievements while keeping them relatable, particularly in a culture that can lean into a bit of tall poppy syndrome. As lead designer, I helped turn that balance into a collectible-card campaign inspired by the gaming world. Bright colours, nostalgic styling and holographic foil gave the cards their appeal, while portraits taken in creators’ homes kept the focus on real people. Impressive statistics sat alongside everyday details in the copy. The creative extended across digital, video, outdoor and gifting, giving fans a tangible way to celebrate the people they usually met on screen.