TwitchBrand GIF Library
Twitch came in with hours of brand footage and a question: where are the moments worth keeping? The job was to comb through it all, find the seconds that captured the brand, and turn them into a library of GIFs Twitch could use across their platform. Five categories, hundreds of micro-moments, one consistent eye across the whole set.
Role: Creative curation and review, in collaboration with the Superside team.
Credits: Produced with Ivan Jaimes and the Superside team.
What I did: Watched hours of brand video alongside the team and called the moments that worked — the gestures, expressions, and beats that actually felt like Twitch. Reviewed and signed off on the GIFs as they were cut and exported, organizing them across five categories: Watching, Gaming, Activities, People, and Streaming. Made sure the library felt curated and intentional, not just a dump of clips.
The challenge: A bad GIF is worse than no GIF — it dates fast, lands flat, or feels generic. The hard part wasn't finding usable footage; it was being ruthless about what didn't make the cut. Five categories meant five different criteria: what makes a great Watching GIF is not what makes a great Streaming one. The job was to hold a clear standard for each category while keeping the whole library feeling like it came from one brain.
