Context: In 2022, a worldwide internet event took over Reddit. Millions of people from across the globe gathered at /place to represent and defend their communities, one pixel at a time. Twitch became the platform where these communities organized. /Placed gave us a visual glimpse into the heart of internet communities. I loved it.

The Opportunity: The Qatar World Cup was right around the corner, but it was on the other side of the world. This meant most people would be working, studying, or at home, watching the games on two or more screens. How could we make Twitch the preferred second screen?

The Idea: Leveraging the power of community, we drew inspiration from /place (an internet space where communities interacted globally regardless of timezones or language) and created The Wave Extension—an interactive overlay that speaks the universal language of Fútbol and brings the communal stadium experience to a Twitch live stream.

The Result: The extension was developed in record time, just in time for the World Cup. It was sold for sponsored streams to brands like Coca-Cola, McDonald’s, Vix+, Nintendo, and Banco Do Brasil. Twitch communities in México, Brasil, Argentina, Japan, and the United States used it to show their support.

Bonus: The Wave is now a part of Twitch’s offerings and is used for various live events and competitions, including esports.

Wholesome: During a sponsored watch-along in Brazil, chat unlocked The Wave at the exact moment Brazil scored a game-winning goal. A rare moment when an idea comes to life exactly as you pictured it—watch the second clip 🥲.