FNATIC

The brand connection.

FNATIC is part of my creator portfolio. This sits on the creator side of my work: making content for my own audience through brand partnerships.

That experience informs the way I work with businesses today, from developing an idea to planning the content and shaping the final edit.

My approach to the creative.

Understanding the audience informs the language, pace and creative direction. I bring those decisions together so the content has a consistent voice from its opening to its final frame.

About FNATIC.

FNATIC is an esports organisation and gaming gear brand with a large international following. Esports audiences are community driven and quick to notice content that feels forced.

What this means for your business.

My FNATIC video reached more than 10K views. Creating for the audience first means starting from what viewers already enjoy and finding a natural place for the brand inside it.

Community-driven audiences punish anything that reads as an ad. The same instinct helps local businesses: write and film for the customer you want, in their language, and let the offer follow.

A local example: a gym or sports club can feature its own members and coaches talking in their own words, which reads as community instead of advertising.