The Overwatch League x Intel
The Overwatch League aims to become "the NFL of esports," with 12 city-based teams descending on the Blizzard Arena for weekly competition in Blizzard's strategy shooter: Overwatch. To launch the league and highlight the performance potential of the Intel Core i7 processor, we created a campaign that captured the unique personality and fanfare of the league's players and fans in its inaugural season.
These spots ran on esports streaming platforms, in the arena, and on ESPN for the first esports finals ever broadcast in prime time.
To stoke competition, we created a 15-second spot for each team in the league and targeted them to play during specific matchups.