Overturning the public’s impression of video games and gamers

HyperX is an esports brand owned by Kingston. With “We are all gamers” as its concept, its campaign in the second half of 2020 produced videos and key visuals to serve as the main focus of publicity. In addition to raising brand awareness, it also hoped to break the general public’s misconceptions of esports brands and gamers.

The video adopted “breakthroughs begin with fun” as its starting point. Through situations encountered in games, it was able to transform the players’ mindsets into outlooks in daily life, bringing out positive personality traits and redefining the players’ characteristics. In conjunction with scenes and elements of life, we brought video games closer to the lives of the general public, breaking the public’s negative stereotypes on video games.

We invited five influencers of differing styles: singer J.Sheon, famous illustrator Duncan, professional baseball player Kuo Chun-lin, popular streamer Niaws, and YouTuber I am CIRCLE. Live shooting and tailor-made 2D virtual gamer avatars were fused with corresponding real-life situations, and the American-style cel animation allowed the virtual avatars to appear even more dynamic and captivating during their character performance. By adopting a gamer’s nature of finding solutions when presented with problems and constraints, we unleashed their gaming spirit and transformed a way of viewing the world.