Tax time. Expenses. Invoices. For sole traders, these aren't just tasks - they're admin monsters. 

To generate awareness of SOLO by MYOB to Australian tradies, we met them where they spend their downtime: Twitch. We designed an activation and brand identity by partnering with 3 iconic Australian streamers, where the Twitch community banded together to slay giant, admin-themed monsters

To resonate with gamers, the campaign key visual needed to look and feel like an immersive game release poster while maintaining core elements of MYOB’s brand system. With tight production timelines, I implemented generative AI into our team’s creative workflow. I directed the creation of the Admin Monster through meticulous prompting and crafting. The final product reflected an imposing, ominous monster with a mane of receipts and glowing eyes. I then established a brand system, translating the KV into a scalable framework across dynamic Twitch stream overlays, social assets, and campaign promotional material.