Trenton Sullivan

Creative Direction - 360 Campaign 

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The goal of this project was to develop and direct a full 360° campaign for HyperX’s biggest headphone launch of the year — the Alpha 2 Wireless, featuring a record-breaking 250-hour battery life. The campaign needed to extend across web, social, and commercial platforms, maintaining brand consistency while appealing authentically to the gaming community.

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360 BRAND CAMPAIGN

EXECUTIVE PRODUCER

COMMERCIAL DIRECTION

ANIMATION DIRECTION

TALENT MANAGEMENT

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OVERVIEW ​

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Background

The Alpha 2 Wireless represented a flagship release for HyperX, designed to redefine battery performance in gaming headsets. With multiple departments—Brand, Product Marketing, and Social—each holding different campaign priorities, the challenge was to align creative direction across all verticals while maximizing output from a single production day.

Brand wanted bold storytelling that resonated with gamers; Product Marketing required assets that clearly communicated technical advantages; Social needed high-engagement, viral-ready content to sustain post-launch momentum.

 

Objective

As Creative Director, Director, and Executive Producer, I led the concept development, creative alignment, and full production strategy for the campaign. During preproduction, I introduced a voting system among stakeholders to ensure that the chosen concept met each department’s core objectives.

The resulting concept—“Headset Anonymous”—used humor and community insight to tell a relatable story: four popular gaming influencers gather in a support group to vent about one universal frustration—headsets that constantly die mid-game. The solution, revealed at the end, was simple: the Alpha 2 Wireless.

To maximize efficiency, we structured production around capturing multiple asset types in parallel:

• Hero Film: The central narrative ad featuring all four influencers, emphasizing authenticity and humor.

• Animated Feature Video: A stylized explainer highlighting the headset’s 250-hour battery, spatial audio, and comfort design.

• Social Content Series: Four themed categories shot during the same production day:

  1. What’s That Sound? – showcasing the headset’s sound clarity through in-game audio guessing.

  2. Behind the Scenes – social clips driving engagement post-launch.

  3. First Look / “What Would You Do with 250 Hours?” – lifestyle content exploring product endurance.

  4. Social Trends – mobile-format videos aligned with current TikTok and Reels trends.

Throughout production, I managed talent casting, budget allocation, agency collaboration, and on-set logistics to ensure that every department left with the assets they needed—all from a single, unified shoot.

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Results

The campaign launched with high engagement across all channels. The hero video quickly became one of HyperX’s most commented and shared pieces, earning over one million impressions within the first 24 hours.

By maximizing the production budget, we successfully captured two launch films, over 20 social assets, and multiple photography deliverables — all within a single production day. This efficient approach allowed each department (Brand, Product Marketing, and Social) to launch simultaneous campaigns, sustaining momentum across the entire 360° rollout. The blend of humor, authenticity, and strategic asset planning made this one of HyperX’s most successful and versatile product launches to date.