1984 Audiobook Launch
Role: Creative Director
Client: Twitch + Audible
2024
Audible aimed to spark interest in its new 1984 audiobook release through an interactive Twitch activation. Bringing Orwell’s 1984 to life in a unique way was a rewarding challenge. We orchestrated a complex operation that blended puzzles, AI-generated propaganda, custom games, Twitch hacks, secret websites, and physical props, all streamed live over three intense streaming sessions.
The experience engaged gaming influencers and their followers in a narrative-driven quest, where streamers, cast as rebels targeting the propaganda center ‘TruthHQ,’ faced challenges that required real-time collaboration with their audiences, enriched by AI-generated misinformation to expand the lore. Each streamer faced a different challenge - a unique, full-fledged game made just for them.
The three-stage activation attracted 12k simultaneous live viewers, successfully immersing Twitch audiences in the world of 1984 and directing them towards the audiobook. Our approach set a new standard for Twitch experiences, combining respect for Orwell’s iconic work with innovative engagement techniques, and ignited conversations among gaming fans.
