The CHALLENGE:
Discount Tire needed to modernize its image and drive online bookings among a younger, ad-resistant audience. The goal was to increase online sales by 15%, but the creative had to feel like native Twitch content, not a corporate interruption.

The Strategy & Insight: "The 8-Bit Advantage"
We identified that the Twitch audience values authenticity and retro-gaming culture. Our strategy used "The Game Within the Stream" to deliver two distinct value propositions:

• Efficiency (The "Fix-It" Game): A Mario-style pixelated platformer where the player "Skips the Line" by booking online.

• Safety & Convenience (The "Touchless" Experience): A character-driven "What will you choose while you wait?" series featuring James Schrader, designed to normalize the new touchless service model through humor.

The Impact

• Massive ROI: Drove a 23% increase in online sales, smashing the initial goal of 15%.

• Cohesive Art Direction: Developed a "Retro-Pixel" design system that seamlessly integrated live-action comedy with 8-bit motion graphics.

• Technical Integration: Utilized a Picture-in-Picture (PiP) execution to maintain a "Streamer" aesthetic, making the commercial feel like part of the broadcast rather than a break from it.

  MY ROLE: Art Director & Creative Lead

  • Creative Concepting: Developed the "Retro-Game" visual framework, translating traditional retail messaging into interactive, 8-bit narratives.

  • Talent Direction: Directed comedian James Schrader through scripted vignettes while allowing for the improvisational energy required for the Twitch platform.

  • Hybrid Production Oversight: Managed the interplay between live-action "car-wait" segments and pixelated gameplay animations to ensure visual consistency across the campaign.