Jane Krull
Agency Senior Producer at Margarita Mix
Chicago, United States
TitleFuel House Episode 2 - Dallas Fuel
Agency
Campaign Fuel House
Advertiser Jack in the Box
Brand Jack in the Box
Date of First Broadcast/Publication
Business Sector Retail, Distribution & Restaurants
Philosophy For the second year in a row, Jack in the Box maintains its presence in the rapidly growing esports industry as the primary sponsor of Dallas Fuel, Team Envy’s official Overwatch League esports team. To leverage the burger chain’s position as a sponsor and provide fans with behind-the-scenes access to their favorite players, David&Goliath created “Fuel House,” a six-part animated web series. Each episode features specific themes related to the Dallas Fuel team, gaming and pop culture, that provide layers of relatability and entertainment. For example, one episode sees the players plan an overly ambitious festival on a remote island doomed for failure, another sees them discussing their movie-like superpower ability, while a third features a robot that rises up against its human creators, reminiscent of the omnic crisis from Overwatch. Knowing the one thing that esports fans want most is access to pro players, their heroes, David&Goliath made the first four episodes center around a specific players from Dallas Fuel. New episodes drop each Sunday on multiple digital and social platforms like Gamespot, Reddit and XBOX. It was also timed to coincide with a major event hosted by Dallas Fuel on April 26-27. This event was the first Overwatch League stage held outside of its traditional home in Burbank, California. Jack in the Box brought Fuel House to the event with an interactive experience for fans. The integrated campaign includes digital and experiential, social and .com, endemic and non-endemic elements to create a season-long program that meets millennial gaming fans where they are.
Media Type Web Film
Length
Founder & Chairman
Chief Creative Officer
Executive Creative Director
CD/ Art Director
CD / Copywriter
Art Director
Copywriter
Account Director
Account Supervisor
Strategist
Project Manager
Director of Broadcast Production
Agency Executive Producer
Agency Senior Producer
Executive Creative Director
Creative Director
Executive Producer
Head of Production
Director of Business Development
Producer
Animation Director
Designers
Animators
Storyboard Artists

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