G Fuel Diapers

ABOUT

G Fuel, the caffeinated energy drink mix designed to enhance focus and reaction time for gamers, approached us with a challenge: they wanted to make headlines with an unforgettable April Fool’s product. We brainstormed several creative concepts, but the idea that stood out was Gamer Diapers—a playful yet outrageous fusion of their brand’s essence. By combining the themes of gaming, energy, and uninterrupted play, we developed a tongue-in-cheek product designed to keep gamers "in the game" without any breaks. The result? A hilarious campaign that resonated with their audience, driving buzz and cementing G Fuel as a brand unafraid to embrace bold, gamer-centric humor.

ROLE OVERVIEW

‍Project Management & Cross-Functional Leadership: I oversaw the successful execution of the campaign by coordinating cross-functional teams, managing resources, and ensuring alignment with project goals. Acting as the central point of communication, I streamlined workflows, optimized timelines, and kept the project within budget, ensuring high-quality execution at every stage.

‍Creative Direction & Concept Development: As the creative lead, I managed and executed the campaign from ideation to delivery. This included developing and pitching the concept, overseeing the digital commercial production, and crafting engaging presentations (decks) to sell the vision. I ensured that all branding elements—from the product itself to the marketing materials—maintained a cohesive and impactful identity.

Product & Packaging Development: I sourced, designed, and produced custom products and packaging, ensuring brand consistency and a premium look and feel. Key elements included:

• Alibaba Diaper: Identified and secured high-quality products via Alibaba.
• Embroidered Name: Customized designs for a personalized touch.
• Packaging: Designed and produced visually appealing, brand-consistent packaging.
• Directional Pamphlet: Created an informative and user-friendly guide to enhance the consumer experience.

30- and 60-Second Spoof Commercials: I conceptualized and pitched the overarching creative idea for the campaign’s spoof commercials, ensuring they resonated with the gaming audience while maximizing entertainment value. This included:

• Writing engaging and effective scripts for both 30- and 60-second versions.
• Overseeing the production process to ensure a high-quality final product.

‍Influencer Management & Community Engagement: To amplify reach and engagement, I managed influencer partnerships within the gaming community, identifying and coordinating with key creators to generate buzz. This included:

• Securing gaming influencers and streamers to review and create content around the GFuel Gamer Diaper.
• Partnering with meme pages and gaming content creators to spark organic conversations and drive viral engagement.
• Providing creative direction to influencers to ensure their content aligned with the campaign’s humor and branding while maximizing audience engagement.

CONTENT