James Anema | Advertising Design | Fall 2016
CONTENTS
COMMERCIAL
OVERVIEW
OUTDOOR
INDOOR
SOCIAL MEDIA
2
4
10
18
26
32
Overview | 3
OV E RV I E WCLIENT
The Steam Machine By Valve
OBJECTIVE
Reinvigorate and reintroduce the Steam Machine to be more than just a stepping stone between PC and Console gaming, it needs to commit to being a console for both the competitive gamers as well as the more layed back gamers.
AUDIENCE
Console gamers of all shapes, sizes, and skill levels. More competitive gamers are the focal point of the campaign in order to show that our console means business.
FOCUS
To show that the Steam Machine can not only hold it’s own, but also offers a better experience than the competitors. This will be shown both through the consoles specifications as well as the community that exists around the gaming platform of Steam.
LEAD DESIGNER
James [email protected]
PRODUCT BACKGROUND
The Steam Machine was a product introduced by Valve in 2014, a year late to be a part of the console wars between the PS4 and Xbox One. Since the release the sales have been nothing short of a flop, with less than half a million products sold. This is both impart to their main consumers prior to release consisting mostly of PC gamers, and the late entrance into the market when compared to the top competitors.
Print | 4
PRINT-ADS
These magazine ads will be placed primarily in gaming and technology
magazines. There is one spread and, front and back two pager,
and a conversion of the two pager into a single page ad. The ads were
designed to break down the barriers between real life and the world of
gaming, by mixing the two together.
Print | 5
2 PAGE SPREAD
Print | 6
This ad plays on people’s interest in a classic game that was produced by Steam, Portal.
Outdoor | 7
OUTDOOR-ADS
The outdoor ads all play off of the concept created through our social
media campaign. They consist of electronic billboards, projectors,
and promotional bus stop ads. The large scale ads will be hooked into the #StreamMachine to allow
live streams from our consoles to be played all around the world.
This will help create hype for our consoles specifications as well as
show off our awesome community.
Outdoor | 8
TIME SQUARE
DIGITAL BILLBOARD
LIVE STREAM
Outdoor | 9
PROJECTED LIVE STREAM
Outdoor | 10
Steam and Twitch have joined forces to bring live stream gaming to your favorite malls, billboards, and many other exciting venues. Use the #StreamMachine during your next session for a chance to be broadcasted around the world. With a chance of being streamed live to Time Square New York!
#StreamMachine
GET RECOGNIZED WORLD WIDE
www.twitch.tv/streammachine
Go to Steampowered.com/streampowered to fi nd a a public livestream near you.
Steam Machine® is a trademark of the company Valve® all rights reserved. Twitch® all rights reserved.
Indoor | 11
INDOOR-ADS
The Indoor ads will both promote the Steam Machine directly, as
well as our hash tag. The mediums we will consist of subway poster
advertisements, web ads, and monitors within public malls. The monitors will again be displaying
live streams found through the use of our #StreamMachine algorithms.
Indoor | 12
Steam and Twitch have joined forces to bring live
stream gaming to your favorite malls, billboards,
and many other exciting venues. Use the
#StreamMachine during your next session for a
chance to be broadcasted around the nation!
#StreamMachinewww.twitch.tv/streammachine
Go to Steampowered.com/streampowered to find a a public livestream near you.
Steam Machine® is a trademark of the company Valve® all rights reserved. Twitch® all rights reserved.
Indoor | 13
#StreamMachine
Steam and Twitch have joined forces to bring live stream gaming to your favorite malls, billboards, and many other exciting venues. Use the #StreamMachine during your next session for a chance to be broadcasted around the nation! Click for a full list of games that are applicable.
Indoor | 14
Social Media | 15
SOCIAL MEDIA
The Social Media aspect of this campaign is integral to the outdoor/
indoor ads. The community will partake in our campaign by using
the hash tag in their stream titles as well as linking to them on sites like
Facebook and Twitter. The more popular the stream the more likely
it will be live streamed to one of our billboards or projectors.
Social Media | 16
With the team up of Valve’s Steam Machine and the leading video game streaming site Twitch, we will be able to show our consoles capabilities to just about anyone anywhere. We will have a weekly game featured on the landing page of Twitch, as well as our own category allowing viewers to see any of the games currently being streamed from our consoles.
#STREAMMACHINE
Social Media | 17
Twitter will be the main on-line avenue that people will see us through. Gamers will use our #SteamMachine to advertise for both their own streams as well as our product making our hash-tag mutually beneficial to our consumers as well as ourselves.
Commercial | 18
COMMERCIAL
The commercial is supposed show the fun and energy of gaming along
with the vast variety of games that are playable on the Steam Machine.
Queen’s “Don’t Stop Me Now” is a hight energy song that is exciting
and full of action.
Commercial | 19
COMMERCIAL STORYBOARD
00:00 - 00:05
00:30 - 00:45 00:45 - 00:53 00:53 - 01:00
00:05 - 00:08 00:08 - 00:20 00:20 - 00:30Player enters from stage right, sits down and picks up his controller.
Cut to animation of the Steam logo, and the beginning of Queens, “Don’t Stop Me Now“
Slow flowing gameplay of Rocket League matching up with the song.
Switch up to the fast pace section of the song and fast pace Overwatch gameplay
“I’m a racing car” switch to racing gameplay footage.
“200 degrees“ switch to Battlefield gameplay.
“Don’t stop me now” revealing the Steam Machine and it’s starting Price