Razer 20th Anniversary Global Brand Campaign

The central tension of this campaign was straightforward but not easy: celebrate 20 years of legacy while simultaneously announcing what comes next. Lean too hard into the past, and it becomes nostalgia. Push too far into the future, and you lose the fans who built the brand. My role was to find and build the single narrative thread that held both together.

Rather than treating the anniversary as a chronological retrospective, I selected the moments that best explained who Razer is today: milestones tied to the current brand identity, category-defining firsts, and moments considered critical by executive leadership.

I translated that direction into a campaign strategy, message system, and working model that connected more than ten internal functions. A master timeline, ownership matrix, deliverables, review sequence, approval flow, recurring working sessions, and a shared tracker gave the initiative one source of truth.

The campaign was developed over eight months and activated globally for one year across the website, social media, Razer Stores, offices, executive communications, the Razer Axon platform, anniversary products, four videos, and a commemorative art book.

As campaign owner, I was directly responsible for the overall timeline and milestones, campaign strategy and messaging, campaign deck, creative direction and feedback, final asset distribution, and launch. I coordinated Brand, Design and Creative, Esports, Product, PR, Social, Digital Marketing, Web, Razer Store, Legal, Finance, agency partners, and executive stakeholders.

Quantitative

• Approximately 700,000 campaign video views
• Approximately 3,000 art books distributed to VVIPs, influencers, professional players, partners, and core fans
• Global activation across the US, Europe, and Asia

Qualitative

• Organic content and congratulatory messages were generated by influencers and professional players
• The operating model was reused for the global esports campaign and Proof Mark rollout

Figures reflect campaign-level outcomes from the period shown; some attribute to team and agency contributions. Sourcing available on request.