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HP: OMEN Challenge

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Insight

In the fast-paced esports universe, innovation moves just as rapidly as the contenders.

The OMEN Challenge sets the stage for a showcase of state-of-the-art technology. How is HP’s annual tournament elevated to reach a greater audience than ever before?


Idea

A world-first mixed reality esports broadcast offers unparalleled insight, given by the world’s best athletes themselves. Players step live into the game, to dissect moves and explain how they won.

Using a bespoke, CS:GO map, that shares an identical aesthetic, architecture and atmosphere to the event venue, boundaries between gameplay and reality are blurred. The live broadcast features an AR caster’s studio that allows the hosts to present the show from within the map and deliver mixed reality replays of every move.


Impact

Drawing a record-breaking 3.2 million viewers to the live stream, a cultural moment in the world of esports is created.

The OMEN Challenge is number 1 Twitch stream of the day, with over 23 million minutes watched, inspiring fans to engage with HP’s cutting-edge OMEN range. The tournament map is shared with fans as a lasting, playable legacy and the winners walked away with $50,000 in prizes.

Agency: AKQA London

Creative team: John Cross, Hugo Barne, Finn Houston

Art Direction & Design: Lionel Agbadou, Josh Brown, Adam Sharp

Digital & Motion Creative: Matt Messiha

Group Creative Director: John Cross

Senior Account Manager: Jonti Smith

Assoicate Programme Director: Krista Durchman

Project Manager: Joshua Greenwood, Anisha Chandarana, Anna Drake

Executive Creative Director: Masaya Nakade

Senior Editor: Giorgio Gremigni

Illustrator: Nuno Gomes

Broadcast Company: Flux

Technical Parner: Scott Millar

Categories: Consumer Electronics, Gaming Consoles

AKQA UK, 1 year ago