While most of the top Italian streamers are either too expensive or too problematic to work with, me and the rest of the team decided to focus on smaller streamers who could actually be defined as “creators”: not just people playing games and chatting in front of the cameras, but talents able to bring a concept and a brief to life through high entertainment, or personal knowledge on a particular topic, or a specific passion such as creativity, sport or cooking.

While the T3 frameworks were originally built around the idea of a very brief product showcase, followed by a gameplay session, I tweaked the format turning it into something that could really bring the brand closer to the audience and turn the marketing brief into something fun and engaging, yet meaningful for the client.

Over the years I worked at Twitch, I collaborated with a variety of streamers to create creative workshops, movie talks, tech reviews, style challenges, educational moments on environmental issues, live shopping sessions. Being not a gamer, I used gaming as a language to reach a young audience and deliver brand messages in a new way. For most clients, T3 activations became the tool to add that little extraextra to their communication mix: a space to innovate their marketing approach, to experiment with new ways to approach their product storytelling, a way to spice things up.

As for me, I became the first creative strategist at Twitch being able to continuously generate meaningful creative content with limited resources, something I’m really fond of as I truly believe great content shouldn’t be tied to great budgets only.