Directed concepting for the “Our Way” music video, the marquee asset for marketing G2 Esports’ 2022 Pro Kit Jersey — and G2 Esports as an organization.

Potion Projects brought me on to help their client G2 develop a music video that needed to do multiple things at once: reveal the latest addition to the G2 Esports apparel shop, celebrate the organization and its fans, and show off owner Carlos’ serious vocal chops.

Together we identified what was most integral to the G2 Esports brand and narrowed a range of pitches down to a singular concept: a montage of meme-inspired moments set to a blistering metal track, producible in mere weeks to coincide with the targeted release date of the jersey.

Potion Projects executed the concept perfectly and the G2 army showed up in droves, with millions of diehard fans
(and some freshly minted ones) viewing and reacting to the music video.