Twitch Recap

THE BRIEF

Editorialize the year’s data for the largest live-streaming platform.
Drive virality in the product and launch strategy to break through the “Bubble of Twitch.”

THE SOLUTION

Use Twitch chat as the voice of the product and campaign.
Troll the recap category and make Twitch’s POV funny, ridiculous, and stupid.

MY ROLE

Lead Product Designer, Creative Director

Graphic with large purple text displaying the year 2024, and subtitles in orange, white, and green showing Twitch chat recaps from recapped users.
Twitch tweet celebrating 'brain rot' as the 2024 Oxford Word of the Year, featuring a person with a face resembling rot or decay, wearing headphones, set against a background of trees and orange foliage. The tweet includes definitions and images of the words 'brain rot' and 'brain'.

We used social media to troll other brands’ recaps and tease our own.

Our launch date was set for December 10.
Knowing many other brands were going to launch their recaps before then, we integrated that into our launch strategy.
Beginning with Oxford Dictionary’s word of the year, we started trolling…

A tweet from Twitch showing a picture of a rabbit inside a cage, with the word "Car•Rot" and a description of the plant, playing on the word "carrot".
A promotional graphic features the city of Rotterdam in the Netherlands with a harbor view of boats, a red cable-stayed bridge, and a historic building, announcing TwichCon 2025 in Rotterdam.

Then we did a Spotify parody.

Bright yellow background with pixelated blue and purple border, text in bold black reads: 'February was your Pop Country Gamer Girl Crossover moment. Slayoncé pretended to be a Twitch streamer for, like, 3 seconds during a Super Bowl commercial. 2024 according to Twitch Chat'.
Black background with pink and red geometric patterns along the top and bottom edges. White text in the center reads, "July was your Feral Fight Fanatic faze. Ibai set a new world record reaching 3.8 million viewers during his annual boxing event, La Velada del Año 4." At the bottom, there is a small Twitch logo with the text "2024 according to Twitch chat."
Red background with pixelated green and black blocks along the top and bottom edges. The text states, 'September was your ohmigodthappo-isblowingup moment. No one could get enough of Moo Deng, but only SharpBalloons could do this. 2024 according to Twitch Chat.'

Then Google’s Year in Search

And finally Time’s Person of the Year to anything BUT person of the year.

A gorilla with a serious expression is sitting at a steering wheel, with a colorful background and the Twitch logo above it. The text reads "Orangutan of the year" and a URL at the bottom.
Pink-haired anime-style virtual character with cat ears and purple eyes, wearing numerous colorful pins, badges, and accessories, with a Twitch logo in the background and the text "Demon Queen of the Year."
Person in a banana costume with glasses, speaking into a microphone, with a Twitch logo in the background and the text "Banana of the Year".
Shang Tsung from Mortal Kombat as a teaser for a Twitch event, with a dark background, glowing skull, and purple Twitch logo, framed by a purple border.
A digitally created chicken with a human-like face in front of a colorful background. Text overlay reads "NPC of the Year tWitch." A purple label at the bottom says "The Chicken From Fallout."

Ready to launch, we pushed out some teaser content

Social teaser

Times Square Billboard

We launched the Times Square Billboard with a live stream on Twitch’s channel. We had over 9500 average viewers and more than 530,000 unique viewers.

We released the recap (which I designed) with personal data on the viewer and streamer recaps

Graphic with Twitch branding, large text '2024' and smaller text 'According to Twitch Chat', featuring animated clouds, purple dripping cube, purple pixelated cursor icon, a live button, and icons labeled Viewer, Streamers, and Community. The design has a dark background with neon accents.
A colorful infographic showing streaming statistics, including hours streamed, total streams, distinct days streamed, and total hours watched, with playful graphics of a microphone, skull, headphones, and cartoon hand.
A colorful infographic titled 'High Scores of the Year' displays statistics for a social media channel, including 59,112 new followers, 11,029 new subscribers, 5,250 total subs gifted, 150 hype trains, $48,100 raised for charity, and 158,250,119 points spent in the channel, with playful mushroom and coin graphics around the data.

The big thing were able to pull off is having personalized headlines.
Based on the content created, watched, and chatted with, each user got a different headline.
It was a huge upgrade to the share graphic, and a challenge for the data and dev teams to execute.

A social media summary graphic showing Twitch streamer recap with statistics: 59,112 new followers, 11,029 new subscribers, 159,332 total hours watched, top categories including Baldur's Gate, Starfield, Just Chatting, Super Mario RPG, and The Legend of Zelda, 33,105 total chats sent, 298 total streams, 1,151 clips, and one top channel emote. The background is black with colorful sections and a purple Share button at the bottom.

We focused a lot of our creative effort on the shared community recap in order to tell a bigger story and break through the “Twitch Bubble.”

A colorful digital infographic celebrating Twitch's 2024 top tags and statistics, featuring sections on popular tags like Chill, ADHD, Anime, and Pokémon, along with big viewer numbers for live streams, now streamers, and hours watched, all set against a vibrant purple and black space-themed background with animated sparkles and gaming icons.
Three colorful digital screens displaying gaming and streaming statistics, including categories of the year, games of the year, and standout streamers, with gaming controllers and animated decorations.
A digital collage of social media posts and artwork celebrating popular culture, including a post-apocalyptic video game called Fallout, Twitch streamers, anime-style characters, animated characters, and a dog with a bright star-shaped spark. The collage features vibrant colors, animated graphics, and text highlighting views, followers, and awards.
A digital collage celebrating Twitch's top moments in 2024, featuring screenshots of popular streamers, a DJ equipment graphic, a man with headphones, and a disco ball, all set against a dark, starry background with colorful neon accents.
Screenshot of a social media post featuring a person holding a phone with an animated speech bubble, with the text 'Phrase of the Year' and 'Chat of the Year,' including a chat message saying 'Unplug it and then plug it back in' and a username 'jazzylady87.'

RESULTS

The recap was a huge success.
Twitch 2024 had over a dozen press stories,
9M+ views
1,000,00+ shares.


It also reached the top trending topic on X. Or Twitter. Or whatever it is now.

Screenshot of a social media trending topics list with hashtags #ThePlaybook, #TwitchRecap, $CUTO, #HumanRightsDay, and Nikki Giovanni, showing categories, post counts, and trending tags.