The Alienware Sessions ft. Steve Aoki (2020)

Alienware is beloved by gamers and known among competitive esports circles as Dell’s elite Gaming PC brand. But as gaming has broadened and become more mainstream they needed to reimagine their image to reach new consumers.

BRIEF

Alienware needed to reach new consumers outside of hardcore esports competition to align with modern gaming culture.

INSIGHT

Gaming culture has morphed into a unique blend of entertainment, fashion, lifestyle and fun.

STRATEGY

To show Alienware’s place in today’s modern gaming culture, show how Alienware can power all forms of creativity, not just hardcore gaming and esports. 

CONCEPT

Twitch and Alienware enlisted Steve Aoki to create a brand new song, Always Smile, using a new Alienware laptop.  The song was workshopped over the course of 3 livestreams, in between rounds of Call of Duty, a sushi making lesson from Steve’s Mom and Steve’s zany energy around his Las Vegas compound.  The song debuted live on the Twitch homepage during a raucously fun danceparty from Steve’s channel. 

Concept / Strategy / Creative Direction: Erin Joyce

Executive Producer: Patrick Moses

Client: Alienware + Mediacom NYC

Awards: Webby Award, Shorty Award (2021)