How can we showcase Hyper X's roster of spokespeople, which includes musicians, gamers, and athletes, to a global audience and highlight their unique gaming personalities? And how can we do all of this while remaining flexible enough to add new content as the roster grows?

Hyper X’s diverse roster of celebrity spokespeople was constantly growing and spread throughout the world

Develop a modular design system that can be customized to fit the personality of each spokesperson, while still fitting cohesively into a larger campaign. The system should be flexible and future-proofed.

Our design system proved to be successful as we produced multiple spots for the campaign while the roster expanded and the number of rounds increased. Additionally, we developed a live-action setup that could be easily replicated by teams worldwide, allowing us to add talent from Europe and Asia to the Hyper X roster.