‘Tout Part en Live’ CAMPAIGN
This campaign was all about capturing the energy, unpredictability, and creativity of Twitch. Twitch isn’t a place for rigid structures—it’s a world fueled by spontaneity and personality. To reflect that, we broke away from traditional layouts and embraced a dynamic, dimensional approach that felt as alive as the content it showcased.
Every element, from motion to composition, was designed to feel unfiltered, fast-paced, and immersive, embodying the true spirit of streaming and the campaign’s message: ‘Tout Part en Live’.
Twitch thrives on rough edges, so we embraced them. Streamer content is low-fi, high-energy, and unapologetically raw, so our design and motion language followed suit. Exposed frame edges, crude keyframe easing, and layered depth gave the campaign an unpolished, authentic feel—without breaking too many brand rules. The extrusion effect became our most expressive element, carefully crafted to maintain contrast, legibility, and balance, ensuring clarity while amplifying Twitch’s signature aesthetic.
Simplicity and structure drove burst one of the campaign. We centered the campaign around three core executions and a series of three Spotlight features, highlighting key games and events. The motion stayed minimal but impactful, using smooth drifts and sharp rotations that always anchored around a hero image or key message. The highlight was a hero brand film, featuring some of France’s top streamers—produced in collaboration with external agencies—delivered as a master 60-second piece with multiple cutdowns for marketing channels.
This campaign wasn’t just about visuals—it was about energy, movement, and authenticity. By breaking from traditional structures and embracing unpredictability, we created a campaign that truly reflected the chaotic, creative, and immersive world of Twitch. Every design choice, from motion to composition, was crafted to feel alive and unfiltered, just like the content that makes Twitch unique. The result? A bold, dynamic experience that resonated with both Streamers and viewers, bringing ‘Tout Part en Live’ to life in a way that felt truly Twitch.
