MOST ALIEN PLACES ON EARTH
Real gaming. Unreal places.
The Challenge
Alienware doesn’t just want people to play games, they want players to feel transported to entirely new worlds. With the launch of a new laptop series, the challenge was no different.
Traditionally, that kind of story gets told through heavy VFX: An actor opens a laptop, a greenscreen kicks in, and suddenly they’re walking on Mars. We wanted to avoid that. It needed to feel real.
At the same time, because these were laptops, we had to show how versatile they were without falling into a dry, specs-driven presentation.
In a perfect world, we would’ve filmed someone gaming on the moon.
So instead, we did the next best thing.
So instead, we did the next best thing.
The Idea
To immediately earn credibility within gaming culture, we built a creator-led program centered around real people in real places.
We partnered with some of the biggest gaming creators and took them to some of the most visually alien locations on Earth, places that feel otherworldly without needing to fake it.
The idea wasn’t just that gaming on an Alienware laptop could transport you somewhere new, it was that the laptops themselves were being pushed into extreme, unpredictable environments and still used the same way gamers use them every day.
No exaggeration. No tricks. Just real use in unreal places.
The Execution
We wanted the story to feel equally owned by the creators and the brand.
Each creator received an Alienware briefcase with a new laptop and a simple mission: complete a game in a real-world location that felt completely out of this world.
That took creators like Jake’nBake and Cinna from active volcanoes in Hawaii to the largest glacier in Iceland.
Our production approach was intentionally dual-purpose, capturing content that lived naturally within each creator’s vlog while also producing elevated b-roll and photography for Alienware to own and use across brand channels.
The creators documented the journey with their audiences as it unfolded, while our team worked alongside them to keep the content authentic to the creator and visually premium for the brand.
My Role
I led production on the Iceland activation with Cinna, filmed on the Vatnajökull Glacier.
On location, I coordinated creator logistics, managed safety and movement across the glacier, and worked closely with our DP to capture footage in fast-changing, challenging terrain. I also acted as the primary point of contact between the creator, production team, and brand, ensuring the shoot stayed aligned while adapting in real time to weather and location constraints.
The Results
The campaign reinforced Alienware’s core idea of transporting players to new worlds through real, on-location experiences.
More importantly, the brand showed up as confident, creative, and culturally fluent, willing to take real risks alongside creators.
More importantly, the brand showed up as confident, creative, and culturally fluent, willing to take real risks alongside creators.
This wasn’t a traditional endorsement. It was an adventure powered by Alienware, with audiences along for the entire ride.
Across creator communities, the campaign drove strong affinity and increased traffic back to Alienware’s site.
