We open on a cinematic coastal landscape in a fantasy video game universe. Our Gamer is in the final moments of a long battle as she reaches the steep rocky cliff. With nowhere else to run, she fearlessly turns to face her enemy. Our Gamer effortlessly dodges the arrows that fly toward her as she takes a long drink of MNT DEW AMP GAME FUEL. Then, she steps off the edge of the cliff and falls out of sight for a moment. Then, a massive dragon appears with our Gamer riding on back. The dragon breathes a massive stream of fire, obliterating the army into ash. Our Gamer laughs victoriously as they fly away, winning the game.

Our audience lives for competition, and everything they do is about winning bigger. They’re gaming experts who are quick to disregard anything inauthentic. So, we focused on share of culture and paid homage to gaming universes with rich environments, soundscapes and insider elements. We created gaming easter eggs like a creeping bubble shield, damage readouts and more. We delivered our message in the places they spend their time– scrolling down their social feed or watching eSports highlights on TV.

Video games are a portal to different realities. They offer new lives to gamers as heroes, competitors, or conquerors. We designed our spots to honor these virtual realities by dropping the “virtual” and presenting them as they are to gamers, simply reality. The spots didn’t use typical UI elements to telegraph the game, we built worlds that were inherently true to gaming and brought the feeling of being in a game to viewers.