Honda / Dreamlab

While leading creative at Quantasy, Honda asked us to reinvent their presence to engage younger consumers, so I pitched a new business winning, first-in-its-category Twitch platform which I dubbed, The Honda “DreamLab”.

Honda partnered with Quantasy to transition its gaming-focused Twitch channel into lifestyle content. As the Twitch platform has grown to massive scale (over 140 million monthly uniques), the audience has expanded beyond its gaming core. Honda wanted to capture more of that wider audience with a goal of identifying and attracting first-time car buyers.

To bring the channel into its new stage, we developed the overarching content strategy, creative theme, design, and a detailed programming plan. From there, the Honda DreamLab came to life. Built on the core principles of creators, community and competition, the DreamLab platform is a “creator studio” that makes Honda the first automaker with a Twitch channel dedicated to lifestyle content. DreamLab features a range of live streaming series and experiential moments led by innovative and creative streamers creating lifestyle content inspired by car culture.