Intel was opening Gamer Days - a seven-day global sale - and needed something that could cut through with an audience that has finely tuned ad-blindness. Not a campaign gamers would tolerate. A moment they'd actually want to watch.

Make the opening night feel like a festival headline slot.

We framed the whole event in festival language - a stage map, a lineup, the language of something worth showing up for. Then we booked the headline act: Dr Lupo, one of the most recognised streamers in the world, playing Destiny 2 live - while an 80-piece orchestra performed the game's score in real time around him.

No product demo. No talking heads. No Intel logo smashed into every cut. Just the most epic version of something gamers already loved, made possible by a brand that understood what that audience actually cared about.

Gamers don't hate brands. They hate brands that don't get it.

This audience can smell inauthenticity at 100 paces, and they've been burned by brands doing "gaming moments" that feel like a suit's idea of what gaming is.

Destiny 2 has one of the most celebrated game scores ever written. The orchestra wasn't a gimmick bolted on - it was the thing every player had heard through their headphones for hundreds of hours, finally made physical. We weren't selling Intel's product. We were amplifying something they already loved. The brand earned its place by making the moment possible.