ASTRALIS
Making a voice in North America
PROBLEM
Tasked with the complete and total creative direction for the North American Division of Astralis, I needed to create a brand that dominated in the states the same way it does in Europe. Aligning with the central pillars of Astralis, I had to create a voice that was uniquely American but paid homage to the heritage of the club itself.
SOLUTION
I implemented a 'player-centric' social media strategy, focusing on building a strong relationship with our online fans through the most direct forms of communication. This included live photos and videos, cinematic pieces highlighting player storylines, and unique photo ops with star players—essentially anything that gave fans more reasons to fall in love with a player. Engaging storytelling coupled with user-generated content helped position Astralis as one of the most recognizable brand voices in esports.
>102M
IN TOTAL IMPRESSIONS
35,000
ORGANIC FOLLOWERS EARNED
25%
GROWTH IN MERCHANDISE ORDERS
ALL PHOTO AND VIDEO CAPTURED AND EDITED BY HENRY DANISCH
