Honda DreamLab
Content Strategy, Content Writing, Talent Prep, Social Copy

In 2022, Honda tasked us with overhauling their existing Twitch channel, Head2Head. They wanted to move from competitive gaming into a more ownable space that championed the next generation of dreams. 

I helped concept a fresh channel identity with new content series. Additionally, I lead copy across the entire platform — scripting out each stream, creating episode themes, and writing Twitch and social deliverables.

🏆: 2024 Webby Honoree, 2023 Platinum MUSE Award, 2023 OMMA Award
📰: AdAge, Adweek, The Fader, Marketing Dive
Agency: Quantasy    CD: Lucy Wang, Trenton Foon    Art Director: Kevin Carter

Our most popular livestream series, Dream It Yourself (DIY), invites rising creatives to show off their crafts. We work with them to source Honda materials for their projects. And I get to do my best Sean Evans impression as I dive into their backgrounds to arm our hosts with material. Watch some of our project recaps on the @HondaCreativeStudio channel!

My personal favorite project! Made by MONOKEI. Complete with a “shift” key. 😮‍💨

While DIY has become our main series, DreamLab has dabbled in other content genres. Dashboard DJ was a show that pit two DJs against one another in back-to-back sets, which viewers supported via a chat-enabled hypemeter. And we’ve also produced a couple of one-off streams for significant brand moments, like the 50th anniversary of the Civic.
From Left: F1Elly, Joey Lee, Sara Choi
Finally, Honda liked our energy so much that DreamLab had a few opportunities to show up IRL. Our most recent activation, HondaMart, was a Japanese konbini “convenience store”-inspired setting that celebrated the 2024 Prologue with unique eats and cooking experiences. Done at the MAMA’s NIGHTMARKET food festival in Los Angeles.