

Mountain Dew
2022 - 2023
Experiential Activation
Social Content (In-feed; Video; Stories)
Episodic Content
Award Gifting
Limited Merch Capsule
Creative Direction
Event Planning
Art Direction
Copywriting
Editing
Consulting
A staggering 80% of Black youths play video games, yet only 1 in 15 count as gamers or content creators in esports. MTN DEW came to us for a solution to address those disproportionate numbers.
We created the Mtn Dew Real Change Challenge, designed to level the esports playing field. The Real Change Challenge focuses on increasing Black representation by spotlighting HBCU student gamers and fueling their drive into the competitive world of esports.
In its second year, Mountain Dew continues to make good on its commitment to empower the next generation of Black gamers with the Real Change Opportunity Fund. We upped the ante, teaming up with MTN DEW, Call of Duty, Twitch, and HBCUSports to launch the Real Challenge tournament for HBCU students. The competition featured the largest prize pool in HBCU Esports to date. Every student participant was ensured a piece of MTN DEW’s $500,000 prize pool.
MTN DEW is building on their commitment to invest in the Black community by bridging the gap between entrepreneurship and gaming.
Esports is a multi billion dollar industry, however, despite nearly 80% of Black youth being gamers, there is only 6.6% representation within the space.
Now in it’s second year, the Real Change Challenge’s overall goal is to empower the next generation of Black gamers and level the playing field.
Twitch livestreams of the Real Change Challenge generated 9.1MM total minutes watched with an average of 1.3MM per stream. Our custom docuseries spotlighting players in the tournament saw 1.1MM custom content views across YouTube and social media with 9.5MM custom content impressions. Awareness and conversation around #MTNDEWREALCHANGE had 251MM PR impressions, 1.23B social reach, 100% POS/NEU sentiment, and 87.5% of PR articles led with or featured the brand story.
9.1MM minutes watched
1.33MM average
1.1MM views
9.5MM impressions
251MM PR impressions
1.23B social reach
87.5% PR features
100% POS/NEU
Since we’re leveling the playing field, we focused on the notion of changing the landscaps of gaming.
We broke the landscape down into its most fundamental elements: lines, grids, pixels, and wireframes.
We leverages an energetic, neon green color scheme to celebrate the partnership between Mtn Dew and Call of Duty.
We utilized subtle gaming cues in our design including hashmarks, crosshairs, laser lines, and overlays to make if feel true.
Our typography was big, bold, and badass
Photography was hyper-stylized with color overlays and our graphic elements framing black and white imagery.
R0 G244 B2
#00f402
R0 G0 B0
#000000
R25 G25 B203
#1919cb
R153 G0 B255
#9900ff
R239 G25 B252
#ef19fc
American Captain 1 Regular
Auger Mono Bold
We designed all event signage and graphics including banners, flags, floor clings, stage runners, streamers, step and repeats, signs, and more making it very easy for players and fans to know exactly where they were going and just how to get there.
Limited Edition capsule collection featuring t-shirts, hoodies, hats, gamer pads, charging stations, and a Winner's Letterman Jacket + Trophy and badges for the Winning team!
Creative Director: Wisdom Sewell
ACD Design: Sam Baliga
Sr. Copywriter: Kenneth Dalrymple
Social Manager: Sophia Howling
Designer: India Islam
Guided by my Creative Direction, event planning expertise, and cultural insight, MTN DEW’s Real Change Challenge continues to make good on its commitment to level the playing field for Black gamers in esports.