GONNA NEED MILK x TwitchCon San Diego

MilkPep, the organization who created ‘Got Milk?’ was ready for a rebrand, this time wanting to appeal to gamers as the original energy drink that would enhance their game performance. They tasked Twitch to create an interactive and gamified milk sampling experience at TwitchCon San Diego.

We created an epic gaming tournament set in the heart of the TwitchCon Expo Floor, where thousands of attendees competed to be named The Fastest Hands at TwitchCon through an original game. Attendees fueled up with some chocolate milk and then put their skills to the test. Players kept coming back all weekend to try and up their score on the jumbotron leaderboard, and ultimately win a brand new PS5 and a custom chocolate milk trophy by Twitch Artist @Cnotbusch.

CREATIVE DIRECTOR
- Creative Strategy
- Art Direction

Key Collaborators:
Producer: Christopher Babers
Gonna Need Milk Agency: Gale
Experiential Design & Fabrication: Cognition