HP OMEN CHALLENGE I / HEWLETT PACKARD
Agency: 180Amsterdam
Creative Partner: B-Reel, London
My role: Executive Producer, B-Reel Creative
Type of Project: Live Broadcast, multiplayer tournament, audience responsive installation, systems development, Twitch integration.
The campaign was created to launch Hewlett Packard’s first gaming laptop, the iconic HP OMEN. This became the first ever live action game on Twitch.tv, resulting in an interactive, (responsive in real-time) event without precedent - to #bendtherules of gaming.
The result of the live event was epic: a best-of-three gaming session that lasted nearly three hours. All live, in front of a captured Twitch.tv audience.
Two e-sports teams, Titan and London Conspiracy battled it out in their PC game of choice, Smite. Contained in a custom built arena, the battleground featured 10 torturous chambers, one for each player. Each chamber posed a different physical challenge to the players while they competed on the digital battlefield. The players knew little of the challenges there were about to face during gameplay, making the spectacle even more gripping for the live audience.
To increase the excitement further, the audience could vote on upcoming challenges, of course choosing the most gruesome and distracting challenges for the insufferable players.
With real time input mixed from 24 cameras, 12 microphones and 10 headsets, 2 live host commentators, and a fully authorised local Smite server, the pressure on the technical infrastructure were considerable.
B-Reel Creative were involved in the creative development along with the agency, 180 Amsterdam. We were then responsible for all of the digital and live broadcast production.