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Building United’s Unreal / 3D Capability
Project Type
Real-time content, animation, gaming advertising, production innovation
Role
Production Lead, Real-Time / Interactive Development Lead, Creative Partner
Building a new production capability that expanded what United Esports could sell
Overview
United Esports’ work increasingly called for gaming environments, animation and interactive experiences that traditional video production alone couldn’t provide.
I introduced and helped prove out Unreal Engine and real-time 3D production as practical tools within our creative-production offering.
I developed and demonstrated workflows using Unreal Engine and other 3D tools for animation, virtual environments and bespoke game experiences.
I also partnered with the CCO on gameplay design, branded messaging, storyboards and visual development for interactive campaigns.
The capability became part of work for brands and organizations including:
Old Spice, Tide, Gillette, Head & Shoulders, P&G, NFL and the IOC/Olympics, along with animation work for Lenny & Larry’s, Duluth, Frost Giant, Febreze, Ito En, Fructis, Brag House and others.
Projects ranged from full bespoke Fortnite experiences to 3D animation and virtual environments used within traditional content.
Results
* Established a production capability the company previously did not offer
* Enabled a new category of animation, game-development and interactive campaign work
* Applied the capability across numerous major-brand engagements
* Expanded the types of creative solutions United could pitch and produce
