Case Study

Game on: A winning virtual product release

A record-setting virtual broadcast




Where Gaming Begins | AMD Ryzen Desktop Processors


Communications & Information Technology

Event Format


Changing the game plan

A leader in high-performance computing, graphics, and visualization technologies, AMD (Advanced Micro Devices) helps gamers build incredible experiences. The brand had been gearing up to wow its enthusiast fan base with two highly anticipated game-boosting products when COVID hit. AMD needed to make the virtual switch, but didn’t want its new products to get lost in the shutdown shuffle. It needed a dynamic announcement to live up to the excitement around the long-awaited product and accelerate buzz from its tech-savvy audience.

AMD and Freeman already had the virtual and hybrid event ball rolling pre-COVID, which made the quick shift a little easier. Ultimately, the team envisioned a pre-recorded, professional broadcast approach that would deliver a virtual experience worthy of the brand, its innovative next-gen products, creatively explosive content, and the fans. With launch events planned throughout 2021, the approach needed flexibility and longevity for virtual productions during the crisis and beyond.


Upleveling production

The release of these two groundbreaking products would usher in a new era of game performance, so the studio production needed a powerful punch. The team envisioned a cinematic experience that told the product stories across two episodes to truly impact the viewer with dynamic visuals.

To bring AMD’s vision and its fantastic content to life, Freeman transformed the Freeman event tech warehouse in Austin, the tech brand’s home base, into a customized, professional broadcast studio. This higher-level approach would increase the virtual viewer experience, for both live and recorded content.

Walking into the studio for the first time, the AMD executive speakers were welcomed into a grand hallway leading to the geared-up studio designed for a stunning and flawless shoot. The 38-foot soundstage impressed with a sweeping LED back wall, theatrical and TV-quality lighting, extensive wired and wireless audio, and four cinematic cameras that could shoot from any angle.

Production support, teleprompters, and choreographed content helped speakers feel comfortable on stage while the live and playback preview monitors helped the team provide additional support offstage.

The AMD broadcast set comes to life in a fully customized studio. The gaming tech brand successfully announced its Ryzen 5000 gaming processor and delivered the most-watched video launch in the brand’s history.


Virtual FTW

1 %
increase in day-of reported views
1 M
cumulative reach
1 K
social posts

Across AMD’s YouTube, Twitch and Facebook channels, the first product announcement video exceeded previous day-of reported views by 150%, making it the most-viewed day-of launch video in AMD history.

Following the successful shoot and broadcasts, AMD easily achieved its goal to satisfy (and energize!) fans, as well as generate media. Case in point: Both episodes were trending in YouTube’s top 10, not only for gaming and tech, but throughout YouTube channels. Additionally, the AMD Ryzen 5000 announcement was pinned to the top of the U.S. homepage of Reddit on day one of the broadcast.

With a cumulative reach of more than 4.2 million AMD-owned video views and 25,000 social posts, AMD realized this virtual venture had only just begun. The team now has an ongoing hybrid model to provide more control of the environment and timing. Virtual allows for more agility with post-production that takes the live experience beyond the stage, by enhancing the delivery and offering flexibility — for AMD and its fans.

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