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overview
Optic Gaming is a competitive gaming, esports, and content creation brand. They host two top esports teams and have a a full team of high-level influencers and content creators that livestream and create social media content around gaming and lifestyle.

In the early 2020s, Optic (then known as Team Envy) aspired to build a gaming and entertainment district in Texas, and hired us to help them find founding partners.
Note: This project was done as part of my work with Innovative Partnerships Group. 
All brands utilized for illustrative purposes only unless stated otherwise.
project timeline
January 2025 - January 2026
creative team
Creative Director (Me)
Art Director
presentation & storytelling design
video editing
concept design
a. challenge/constraint
Optic (formerly Team Envy) hired us to help find partners for an upcoming entertainment district and stadium built from the ground-up for esports & entertainment. We needed to make the project look real, even though it hadn't been built yet.

We developed a creative story that would integrate partners immediately and then ramp up their engagement once the new stadium came online.
b. creative strategy
Our initial story focused on creating high level physical and digital integration opportunities that would allow a brand to take advantage of the year-round programming in and around the stadium. With some creative concepts, customized branding, and impactful storytelling, we made the district look real, and set off convincing potential partners that by joining early, they could build something alongside Optic.
b1. sizzle video
Our outreach video focused fully on the now. It leaned into the esports and influencer storytelling. The idea was to get potential partners excited about the brand and then ease them into the bigger opportunity once engaged.

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b2. storytelling design
We built a 3-phase story to help potential partners bridge the gap from the present to the eventual new stadium.

​Phase 1: Team and influencer opportunities - mostly digial/social

Phase 2: Integration with the current stadium and the preview center/showroom that would tease the future stadium.

Phase 3: Launching with the stadium and activating 24/7
c. result
Our storytelling resonated, and multiple potential brands moved to the proposal phase and beyond, but since the reality and timeline of the client's project kept changing, it was difficult for our sales team to identify a strong enough asset mix that created enough long-term value.
c1. customizing the pitch: storytelling design
One of the pitches that led to some strong meetings and garnered a lot of interest was our pitch for Insomnia Cookies. Below is an example of how we told the story of integrating the two brands together, and how we used concepts and storytelling to make it feel real.
Concept Image Gallery
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© studio blue crab 2026
Jess Morgan
Owner & Creative Director