Art direction & social activation
Omen
Holidayy giveways on social often follow the same formula: follow + RT + random draw. They’re easy, but they don’t create much interaction beyond the mechanics and they don’t give the community a reason to come back day after day.
The opportunity was to turn a standard Christmas giveaway into something more engaging: a light, interactive format that feels playful, community-driven and built for repeat participation.
Instead of a single raffle, I turned the giveaway into a mini interactive story: a small OMEN yule log had to travel across a large illustrated landscape inspired by OMEN products (PC, keyboard, etc.) to reach the OMEN Tempest and stay cool.
At each crossroads, the community voted on what should happen next:
- the winning choice determined the next location in the story
- each location revealed the next giveaway tied to that environment
Why it works?
- From passive to engaging: the community is directly influencing the journey
- A reason to return: each vote unlocks the next step, making the giveaway feel like an unfolding event
- “story-worthy” feelings: the OMEN ecosystem becomes a playful setting
- Creative concept and story mechanic
- Collaboration setup with illustrator Rowena Sheehan: briefing, references, art direction
- Project supervision from idea to live rollout
