BTality Channel Campaigns
Project type
Branding, Print & Digital Media Campaigns Concepts
Role
Creator, Designer, Researcher & Stratgeist
Programs Used
Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Microsoft Excel
Date
March 2025
Overview
Btality was inspired by my lived experience navigating gaming culture as both an entertainer and a Black woman. While the real channel name and associated designs have been adapted to respect my privacy, this project showcases the full strategy behind its identity and expansion through campaigns.
As the Creative Strategist and Designer, I developed the visual identity, color system, and a lead character that reflect my presence. I utilized color psychology, platform research, and cultural insights to inform every visual decision.
This campaign explores how I would allocate a hypothetical $500K budget across:
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Traditional Media – Including subway, bus, and cable TV ads, designed to grab attention in public and at hom
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Social Media – Platform-specific content to boost community growth and brand loyalty
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Influencer Campaign – Featuring a network of women creators who resonated with the brand’s message and helped amplify its reach
This project reimagines what a gaming brand can look and feel like when rooted in personal experience, bold visuals, and strategic execution.
Brand Research & Creation
I built this brand from scratch, designing every element with clear intent and purpose. I began by immersing myself in research, studying the streams and branding of top female gamers like Valkyrae and Pokimane to understand how they built loyalty, identity, and emotional resonance. I also pulled visual inspiration from Pinterest, Behance, and character-driven logos to shape the tone and personality of the brand.
From there, my research directly informed my creative decisions. I crafted a bold color system of electric blue, magenta, and black based on color psychology to represent individuality, femininity, and emotional intensity. These colors were chosen to stand out on dark-mode screens and spark immediate impact. I paired them with expressive typography Ethocentric, whose rounded forms, especially the A, were a nod to gaming controller buttons. Every color, line, and type choice was crafted to tell a story and connect with players who crave visibility in a world that too often overlooks them and rarely makes space for their presence.
Electric Blue (#23A1DB)
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Symbolizes energy and individuality
Magenta Purple (#B23993)
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Expresses confidence and femininity
Deep Black (#000000)
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Evokes power and intensity
White (accent)
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Enhances clarity on the screen
Final logo & Character design
(Channel name adapted to maintain privacy )
Campaign Research
After researching the top-performing female streamers, emerging gaming trends, and media platform behaviors, I developed an integrated strategy to grow BTality from a Twitch-based channel into a cross-platform force. This hypothetical campaign breaks down how I would spend a $500,000 budget across three core media domains—traditional media, social platforms, and influencer partnerships—based on cultural trends, audience needs, and platform-specific ROI potential.
Situational Research
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Cultural Insight: While 72% of women online play video games, only 23% of game developers are women, highlighting a major visibility gap in the industry. BTality was created to challenge that imbalance by centering a bold, Black female gaming voice. When this campaign was developed, debates around censorship were growing louder. That context informed the tone, urgency, and creative direction of BTality.
Sources: Newzoo | Women in Games | CBS News
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Social Trends: According to the Gender Justice Project, 63% of women experience harassment while gaming. At the same time, Gen Z increasingly demands creators who are authentic, emotionally expressive, and unapologetically loud—especially in male-dominated spaces.
Sources: Gender Justice Project | Medium
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Economic Opportunity: The creator economy is projected to reach $480B by 2027. Yet, marginalized creators often face lower visibility and reduced payouts due to algorithmic bias. BTality’s campaign was built to push against those patterns and claim space within that growing market.
Source: Newzoo | Forbes
Personas
These personas were developed through qualitative insight, lived experience, and cultural research reflecting the needs and frustrations of BTality’s target audience. Jazz represents the primary persona, embodying the brand’s core demographic: bold, creative Black women seeking visibility and connection. Rayes reflects a secondary persona, focused on influencer-minded women navigating bias in digital spaces. Nico captures a tertiary persona, representing overlooked male gamers of color who value authenticity over performance. Each profile guided the campaign’s tone, design, and messaging strategy. This section provides a snapshot of those personas—full in-depth versions are available in the campaign presentation.
Jazz Carter (22)
Black woman | Brooklyn, NY | Art student
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Seeks emotional connection and community in game as a form of relaxation
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Feels overlooked in the gaming space as a Black woman who plays first person shooter games
Rayes Smith (20)
Black woman | Long Beach, CA | Content creator
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Uses gaming and TikTok as platforms for self-expression and visibility
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Struggles with feeling muted or punished for being bold by platforms and lack of brand deals
Nico Reyes (23)
Filipino man | Chicago, IL | Warehouse worker
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Wants belonging in digital spaces where he can compete without being stereotyped
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Looks for brands that uplift quiet players and highlight passion over personality
Campaign Strategy
This campaign used a short term continuous flighting strategy to maintain visibility across key platforms during a high interest gaming moment. By aligning with the launch of Call of Duty Mobile Season 3, BTality leveraged timing to boost awareness and drive measurable traffic. Traditional media, social, and influencer activations worked together to deliver a cohesive brand experience across print, digital, and live spaces.
The chart below outlines how I would strategically allocate the full $500,000 campaign budget. Each percentage reflects the campaign’s core priorities, focusing on maximizing reach, amplifying creator voices, and maintaining a consistent presence across platforms. This approach supports a strong return on investment (ROI) while sustaining meaningful audience engagement.
Combined Campaign KPIs and Growth Objectives
These campaign benchmarks were developed through careful analysis of market rates, platform performance trends, and realistic cost estimates for media buys, production, and influencer outreach. Rather than inflating projections, I prioritized achievable Key Point Indicators (KPIs) grounded in budget-informed forecasting, allowing room to exceed expectations while demonstrating a responsible use of resources.
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1M+ traditional media impressions through high-frequency ad placements in urban transit and cable TV markets
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15% lift in Twitch viewership, driven by integrated messaging across all three campaign verticals
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25% increase in female-identifying followers, achieved through inclusive representation and community-led narratives
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1M+ TikTok video views tied to branded hashtag activations and viral trend alignment
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$5K–$10K projected ROI through viewership-based monetization and brand visibility conversions
Traditional Media Campaign: Off The Stream In Your Face
Strategy: short-term continuous flighting model
Budget: $253,000
As part of the conceptual rollout of BTality, I designed a traditional media campaign titled Off The Stream, In Your Face, built around the slogan: “You Can’t Scroll Past This Ad.”. The campaign was built on one simple insight: in a digital world where ads are skipped, blocked, or swiped away, physical media demands attention. These placements forced visibility, viewers couldn’t scroll past them.
This strategy aligned with the Season 3 launch of Call of Duty: Mobile, using a short-term continuous flighting model to maximize impressions during a period of peak gamer engagement.
TV Ads: After Dark
To build hype for BTality’s launch during Call of Duty: Mobile Season 3, I designed a late-night TV campaign titled After Dark, strategically airing on Adult Swim, a channel known for its alignment with Gen Z gaming audiences. ,
The 15-second spots will air from 11PM to 2AM on key gaming nights: Monday, Thursday, Friday, Saturday, and Sunday. These airings maximized visibility during moments when gamers are most likely to be watching.
City | Airings | Cost per 15s Spot | Total Cost |
|---|---|---|---|
Brooklyn, NY | 60 | $750 | $45,000 |
Los Angeles, CA | 60 | $650 | $39,000 |
Chicago, IL | 60 | $725 | $43,500 |
Denver, CO | 60 | $400 | $24,000 |
Total | 240 | - | $151,500 |
TV spot costs were based on real-world research using pricing estimates from Beverly Boy and Creative Humans, tailored by city and time slot.
Ad Concept & Story Board
The ad shows a quick montage of the creator getting frustrated while playing ranked Cod Mobile, rage-building moments familiar to her audience. It ends with a bold challenge: “One Season. One Shot. Can she reach Legendary?”
This Call-to-action (CTA) speaks directly to competitive players and invites them to engage emotionally and interactively.
Transit Ads: In the Streets
This conceptual transit campaign imagined BTality taking over key urban spaces with bold rage-themed ads placed in high-traffic stations based off the TV Ads. Designed to stop commuters in their tracks, it translated the brand’s digital chaos into real-world disruption and turned everyday commutes into moments of unavoidable visibility.
City | Ad Type | Estimated Cost |
|---|---|---|
Brooklyn, NY | Subway Platform Ad | $40,000 |
Los Angeles, CA | Station Wall Ad (Metro) | $25,000 |
Chicago, IL | Interior Subway Ad | $25,000 |
Denver, CO | Bus & Light Rail Station Ads | $12,000 |
Total | – | $102,000 |
Cost estimates based on city-specific transit ad pricing from Adzze and BillboardsIn.
Social Media Campaign: #You Can't Mute Me
Platform Strategy: Short-term pulsing across TikTok, Instagram Reels, and YouTube Shorts (30 days)
Budget: $96,240
#YouCan’tMuteMe is a 30 day conceptual campaign I designed in response to a recurring pattern in gaming culture where women are often interrupted, overtalked, or dismissed. In many online spaces, there is an unspoken expectation for women to stay quiet or minimize their presence. This campaign aims to challenge that norm by turning emotional expression into a rallying point. It is intended to spark a movement that young women can relate to, one that validates their rage, affirms their voices, and reinforces their right to take up space within the gaming world.
Through platform-narrative ad content on TikTok, Instagram, and YouTube Shorts, #YouCan’tMuteMe seeks to spark conversation around gender bias, while empowering viewers to be intentionally loud. With the slogan "Loud on purpose," the campaign positions BTality not just as a gaming brand, but as a cultural force reclaiming space for those who have been told to stay silent.
Below is a chart of the budget allocation
Ad type | Cost per day | Reach | Total cost |
|---|---|---|---|
Tiktok profile views | $604 | 61K - 1M | $18,120 |
Tiktok views | $604 | 1M - 13M | $18,120 |
Instagram Ad | $1000 | 60K - 160K | $30,000 |
YouTube Short Ad | $1000 | 120K - 1.3M | $30,000 |
Total | $3,208 | 1.2M - 15M | $96,240 |
All ad costs were calculated using real platform pricing tools across TikTok, Instagram, and YouTube. I manually researched each app’s paid promotion rates, factoring in cost per day & reach
TikTok Ad Concept & Story Board
Media Schedule: Short-term continuous (30 days)
Length of Ad: 20 seconds to hold attention and prevent early click-offs
Ad Story: Begins with a rapid-fire montage of BTality’s loudest gameplay moments overlaid with a stream of hate comments like:“Shut up”, “Mute her mic”, “Why do girls always scream?”
A red line cuts through the video as the screen switches to the creator looking directly at the camera and delivers the punchline: “You can’t mute me. I’m not here just to be cute. I’m here to be loud on purpose.”
Video Caption: Duet this with the moment they tried to shut you up, because we’re not here to just be cute.#youcantmuteme
Cultural Insight
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Built to reflect TikTok’s culture of authentic, emotional storytelling
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Taps into real conversations women have on the app about being silenced, dismissed, or told to “tone it down”.
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Leverages the platform’s “duet” and stitch format to turn personal frustration into collective rebellion
Instagram Reels Ad Concept & Story Board
Media Schedule: Short-term continuous (30 days)
Length of Ad: 10 seconds to hold attention and stop the scroll
Ad Story: Opens mid-game with the creator passionately yelling into her mic. Her voice cuts off mid-sentence, showing POV you just muted me. Then she reacts with Kevin Hart’s viral meme reaction,“AYO!” overlays the screen.
Creator reappears and, with exaggerated calm, turns up her volume knob and says: “You can’t mute me. I’m not here just to be cute. Join BTality where we’re loud on purpose.”
Video Caption: Duet this with the moment they tried to shut you up, because we’re not here to just be cute.#youcantmuteme
Cultural Insight
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Designed to mimic Instagram’s dominant meme culture with pop culture references
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Combining meme humor with empowerment to disrupt expectations and reframe what “loud” means for women in gaming
Instagram Reels Ad Concept & Story Board
Media Schedule: Short-term continuous (30 days)
Length of Ad: 10 seconds to hold attention and prevent drop-off
Ad Story: Opens mid-game with a voice saying, “Shut up, it’s not that serious.” The creator responds calmly, “I’m sorry—I ain’t just here to be pretty. I’m here to win.”
The screen splits into a grid of girl gamers across different screens, showing them cheering and encouraging her. The creator smiles and delivers the final line: “Join BTality—where we’re loud on purpose.”
Video Caption: We’re not here to just be pretty.
#YouCantMuteMe #LoudOnPurpose
Cultural Insight
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Designed for YouTube Shorts’ rising focus on storytelling with emotional resolution
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Emphasizes solidarity, community, and empowerment in a space where YouTube creators often build momentum together
Influencer Campaign: UNMUTED Live
Platform Strategy: Flighting strategy (30 days)
Budget: $150,260
UNMUTED Live is a conceptual multi-phase influencer campaign built around a one-day livestream event featuring seven Black women streamers. Designed to spotlight underrepresented voices in gaming, the campaign was supported by a 30-day rollout across Twitch, TikTok, Instagram, and YouTube Shorts while leveraging teaser clips, live content, giveaways, and post-stream reflections to build anticipation and sustain momentum.
Beyond awareness, this campaign was rooted in elevation. It intentionally paired smaller creators with more established streamers to foster mutual growth and visibility. Each participant was chosen not only for their content, but for their alignment with the message, refusing to shrink into the roles society expects and rejecting the pressure to stay quiet in digital spaces.
By creating a collaborative environment that honors individuality and rage as power, UNMUTED Live positions BTality as more than a brand and a launchpad for creators who defy norms and demand space. The campaign amplifies personal brands while uniting creators under a shared movement of presence, voice, and cultural disruption.
Below is the allocation of the $150,000 influencer campaign budget. Each streamer would be paid equally, reinforcing the campaign’s commitment to equity, collaboration, and community empowerment.
Category | Cost | Total cost |
|---|---|---|
Streamer Pay | $10K per Streamer | $70,000 |
Multimedia Team | $10,500 per week | $21,000 |
Give away | $5k per person | $25,000 |
Tiktok ad | $7k per week | $14,112 |
Emergencies | Varying | $20,648 |
Influencer rates were estimated using averages from Influencer Marketing Hub. Production costs reflect standard creative service rates
Phase 1: Pre-Stream (1-14 days)
Objective: Build anticipation and introduce the “Unmuted Live” message
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Creators post teaser content: voiceovers, rage clips, branded overlays
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TikTok promotions begin: daily boosted clips of rage moments, intros, countdowns
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Instagram Stories feature Q&A panels and polls about gaming stereotypes
Phase 2: Stream Day
Objective: Maximize live engagement and create emotionally resonant moments
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8-hour multi-stream hosted by BreTality and 7 featured Black women streamers
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Unified stream overlays and synchronized titles across all channels
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Mid-stream giveaway (5 winners, $5K in total prizes) to boost traction
Girl gamer streamer
High-Energy girl gamer streamer
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Sim streamer advocate for black girls
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Horror game streamer with high energy
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Indie and roleplay game streamer
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STEM gamer who educates
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Final Fantasy player who cosplays
Guest
Phase 3: Post-Stream (16-30 days)
Objective: Sustain reach, build community, and reinforce campaign message
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Recap videos and memeable highlights shared on TikTok, Instagram, YouTube Shorts
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Paid boosts amplify top content and maintain hashtag relevance
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Influencers post personal reflections on what “Unmuted” meant to them
Reflection
Building BTality began as a personal challenge, but it quickly became something more: a space for others like me. Crafting the brand was one of the most rewarding. Every decision from the color palette to the tone of voice was rooted in creating something bold, emotional, and unapologetically loud. The campaigns pushed me to imagine what it would look like to scale that vision and turn raw energy into strategy and identity into movement. For the first time, I saw how a brand like BTality could make noise in all the right ways.
Designed by Breanna Williams © 2025.