Home Is Where You Game
Entering the Esports Arena
As an official sponsor of esports team, 100 Thieves, and of the League of Legends Championship Series in 2019, Rocket Mortgage wanted to leverage their “More Than A House” brand messaging in a relatable way for the gaming audience. We were challenged to create an idea that was big enough to fill a stadium while staying authentic to this new target audience for the brand.
Esports Manifesto
“Manifesto” was designed to be contextual to the live event held in Little Caesar’s Arena – high contrast, beat driven, dramatic lighting. It felt organic to the event experience but was also translated to Twitch. At a time when other brands were just copying over TV spots into the space, we created a story that made sense to the placement and audience.
Esports Chores
Fun Fact: “Chores” was a bonus spot. It started as another concept in our pitch that leaned more into the “More than a House” campaign. There was so much love for it that the team gave it the green light and distributed it on Twitch alongside “Manifesto.”
CREDITS
Creative Direction: Kate Bacheller & Mike Hunter
Producer: Cecilia Jackson
Director: Brandon Dermer
Editor: Zach DuFresne
Sound: Spencer Hall, Hudson