The Brief
After Freaks developed Philips Evnia’s brand slogan and story - Reinvent the Rules - we were tasked with bringing this bold narrative to life. The goal was clear: to spark curiosity, make a statement, and position Evnia as a fresh and authentic voice in the gaming market.
The flagship content piece was to be unveiled during the global brand launch event at the iconic Stade de France in Paris, where both the brand and its first product line would be revealed to the press, industry, and gaming community.
The Challenge
How do you find a protagonist for a brand launch who not only connects emotionally but also authentically embodies the idea of Reinventing the Rules?
Our challenge was to break free from typical brand casting, avoid clichés, and find compelling real-life characters. We needed individuals who use gaming in unexpected ways — not for entertainment alone, but to create real-world impact.
At the same time, we had to deliver premium production quality while ensuring the campaign remained cost-efficient, respecting Philips Evnia's commercial goals.
Our Approach & Results
Real People. Real Stories. Unruly by Nature.
Instead of celebrities or staged testimonials, we focused on real people whose stories could move audiences and reflect the brand’s core message. This approach became the DNA of the video series — authentic, intimate, and unruly.
This is how The Unruly was born: a series about people who reinvent the rules in their world — and sometimes the world of others.
Episode 1 — QueenArrow
The first episode featured QueenArrow, Kenya's first female professional esports athlete and a Forbes 30 Under 30 honoree. Through her story, we explored themes of breaking barriers, representation, and the power of gaming as a tool for change. The episode resonated deeply with audiences, earning over 4.1 million views and providing the perfect spark for the brand's launch momentum.
Episode 2 — Thesma
The second story took us into the world of Thesma, an underwater-themed game designed to support cystic fibrosis patients in their therapy. We portrayed the passionate team behind Thesma — game designers who not only innovate in the gaming industry but also improve lives. Our creative director personally scouted locations in Switzerland and remained fully committed to the project until the final cut.
The result? The video was so well-crafted that Philips Evnia approved the final version without a single requested change — a rare event in brand filmmaking. The episode quickly reached 3.2 million views within the first three months after its release.
Episode 3 — Team Vitality
In the third installment, we partnered with Philips Evnia’s sponsored esports team, Team Vitality. Yet again, we stayed true to the Unruly spirit, focusing not on flashy esports highlight reels, but on the personalities behind the players and the team. It was a perfect synergy of brand partnership and storytelling, further cementing Evnia's position as a brand that values real people and meaningful narratives.
Outcome
With millions of views, organic engagement, and overwhelmingly positive feedback, The Unruly became more than just a campaign — it set the tone for Philips Evnia's brand identity and public perception.
It showed that Reinventing the Rules is not just a slogan, but the foundation of how Philips Evnia communicates — with honesty, courage, and a bit of rebellion.