Agency: Tinsel Experiential Design Role: Experiential DesignerA Decentralized Convention
When the global pandemic forced the cancellation of TwitchCon, Tinsel was tasked with creating personalized experiences to deepen connections with Twitch’s top creators while safely hosting them at home. We decentralized the convention experience, delivering 25 simultaneous, hyper-personalized "Glitch" activations to creators' homes across the U.S.
This required navigating a logistical "perfect storm"—including strict COVID-19 safety protocols, wildfires, and a national election—all within a lightning-fast two-month production window.
We moved beyond standard gifting to create immersive, buildable physical environments that brought the essence of Twitch directly to the creator's doorstep.
The Strategy
Working closely with the Creative Director, I served as the bridge between the high-level creative vision and on-the-ground production. I designed the visual language and aesthetic execution for a nationwide fleet of mobile units and backyard takeovers, ensuring every physical touchpoint—from vehicle wraps to packaging—felt like a seamless extension of the Twitch brand.
Creative ExecutionMobile Hospitality Pods
Art directed the transformation of standard buses and trailers into premium "Green Rooms on Wheels." These mobile lounges provided a safe, VIP sanctuary for talent, featuring custom lighting, interiors, and branding.
At-Home "Zen Pods"
Designed the spatial layout and look-and-feel for modular immersive backyard activations. These served a dual purpose: a private space for creators to relax and recharge, and a high-production backdrop for social content creation.
The "Glitch" Kit
Developed the visual language for touchless gifting and hospitality elements. This included the design of custom-curated creator kits and "Power-Up" snack packs that maintained the event's "Glitch" aesthetic down to the smallest detail.
Real Impact
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Real Impact 〰️
The campaign ran from November 12–16, 2020, successfully turning a canceled event into a viral social moment. By prioritizing safety and high-touch design, we nurtured brand loyalty among Twitch’s most influential partners.
5.8M Social engagements across Twitch and mainstream platforms.
25 Simultaneous experiences activated nationwide.
100% Safety record with 250+ COVID-19 tests administered.
The Scale: The activation successfully deployed 18 drone deliveries, 75 custom snack packs, 21 Zen Pod trailers, and 4 full-scale home experiences.