In October 2021, Foodpanda partnered with ONE Esports to produce “Heroes of the Game,” a two-part docuseries offering an intimate look at the ONE Esports Dota 2 Singapore Major held in March of that year. The series features exclusive, behind-the-scenes footage of teams Evil Geniuses, Fnatic, and OB Neon as they navigate the challenges of competing in a major tournament during the COVID-19 pandemic. Viewers gain insights into team strategies, personal triumphs, and the unique experience of living within the event’s “bubble” at Singapore’s Fairmont Hotel.
As the Executive Creative Director and Producer for Foodpanda, I was proud to lead this project from the brand’s perspective. Being a passionate fan of the documentary genre, it was crucial for me to ensure that the series maintained its authenticity while subtly integrating the brand’s presence throughout. We achieved this by employing techniques such as seamless product placements, banner rotations, and localized promotional strategies, striking a balance between authentic storytelling and effective brand integration. My role was to ensure that Foodpanda’s identity complemented the narrative without overshadowing the integrity of the documentary.
This project was a true collaborative effort, and I want to extend my gratitude to some key individuals whose expertise and contributions were invaluable. From Foodpanda, I’d like to thank Hasnain Babrawala, APAC Brand Media Director, for his strategic guidance and support. From UM Worldwide, Rajiv Jayaraj, APAC Head of Content, played a crucial role in ensuring the project aligned with our creative and branding goals. And, of course, Carlos Alimurung, CEO of ONE Esports, whose enthusiasm and leadership were instrumental in bringing this docuseries to life. This is only a small sample of the incredible team that made this project possible, and I’m grateful for everyone’s dedication and hard work.
Episode 1
Episode 2
The docuseries garnered over 5 million views across platforms like Facebook, YouTube, and Twitch, with a total reach of 9.3 million and 14 million impressions. Localization played a key role in its success, with content tailored to resonate with key markets such as the Philippines, Thailand, Malaysia, Japan, and Taiwan. The highest viewership came from the Philippines and Thailand, while localized versions helped engage audiences in emerging markets like Japan and Taiwan.
“Heroes of the Game” was distributed widely, launching on ONE Esports’ social media channels, including Facebook, Twitch, and YouTube, as well as regional broadcasters such as eGG Network, One Sports, PPTV HD36, Astro, RTM Sports, and Eleven Sports. Additional marketing efforts included pre-launch EDM campaigns, static posts, and social media activations, further amplifying its reach.
This partnership not only commemorated a significant esports event but also set a benchmark for how branded content can resonate with audiences authentically. The success of “Heroes of the Game” demonstrates the potential of blending documentary storytelling with subtle brand integration to engage audiences and elevate the brand’s presence within the esports and gaming community.
If you’re a brand or agency with a story to tell and the guts to tell it right, let’s talk. I’m always up for crafting something real, something that sticks—no fluff, just raw, memorable work.