Audible x Twitch: 1984
Twitch Audible 1984 represents an exciting gaming experience in collaboration with Twitch streamers, immersing players in a captivating mini puzzle adventure inspired by George Orwell's timeless classic. This campaign, designed to promote the timeless relevance of "1984" unfolded virtually on Twitch streams, inviting viewers to engage actively in the mysteries presented. Launched in April 2024, this dynamic gaming experience captured the attention of over 300,000 viewers in total on Twitch livestream.
Role - Art Director / Graphic Designer
Setting art direction for key visual elements (The Big Brother Eye)
Onboarding and briefing the required creative team
Designing assets and delivering high quality graphic elements
Coordinating 2D and motion team to ensure seamless workflow
Overseeing, reviewing and approving final designs
Collaborating with project managers, creatives and game developers
The Execution
The 1984 Twitch stream was a complex, narrative-driven activation that complemented the novel’s plot whilst drawing gaming influencers and their followers into the action.
Taking on the role of a rebel group aiming to take down propaganda centre ‘TruthHQ’ and unlock a teaser of the new audiobook, three popular Twitch streamers were set a series of challenges to solve with the help of their audiences in an immersive experience that felt like it came straight from the book’s pages.
We used Unity to create bespoke games, integrating various mechanics tailored to each influencer’s role – Engineer, Operator and Artist – and ensuring real-time interaction between the streamers and their audiences. Involvement from this wider Twitch audience was crucial – without their chat interactions, the streamers alone wouldn’t be able to complete the challenges. We even had some fun introducing AI imposters into the mix to mislead participants and spew propaganda in the Twitch chat, adding extra complexity in the quest for truth.
The results
With 12k users following along at the same time, the activation successfully introduced the Twitch audience to the world of 1984, inspiring them to learn more and directing them towards the Audible audiobook. It was a huge honour to put our spin on one of literature’s greatest works and ultimately set a new standard for what can be done on Twitch, creating a shared immersive experience that got gaming fans talking.
