Rule the Game
Redefining Gamers by Elevating Player Culture
In the era of 100 Thieves x Gucci, NBA players streaming CoD, and rappers signing to FaZe Clan (as well as Def Jam), gamers have transcended to a superior cultural status.
Our campaign celebrates the collision of mainstream cultures (i.e. gaming x fashion, sports, and music); while strategically (and very stylishly) positioning Astro's A30 at the epicenter of this evolution.
Each mainstream category has its own otherworldly environment, and god-like being to represent it. The first category is gaming.
Gaming highlights Astro's multi-platform product feature by pristinely showcasing the array of products the A30 is compatible with.
Our fashion god highlights the A30’s sleek and versatile product design. This world is the only one to showcase the A30’s striking iridescent speaker units, sans their speaker tags (coverings).
Speaker tags are commonplace on Astro headsets. This feature is key for aesthetically minded gamers; who like to customize their own gear. Our world stylishly speaks to that audience.
Sports god highlights the crossover between pro sports and gaming. Basketball was an ideal subject as culturally, and visually, it has the lavish vibes needed to meet the campaign aesthetic.
We paired this god with the Astro’s wireless connectivity features (no pun intended). With the constraints of wires and cables removed, gamers can move freely; physically and digitally.
Lastly, our music god speaks to the superior audio and digital quality found in the A30 (and universally across Astro products).
This god can choose to immerse himself in his craft, or unleash his artistry unto the world using Astro’s built-in mic.
Credits
ECD | Chris Perrins
Creative Direction | Verity Peets, Tim Hinson
Producer | Fran O'Connor
Copy | Darren Tang
Production | Wen Chang
Director / Photographer | Tim Tadder
Music | Butter
Editing | Matt O'Donnell
Agency | Bonfire Labs