Brand design | creative direction

The Milk Cup

challenge

In the world of pro esports, women are underpaid, underserved and massively underrepresented. Despite making up nearly half of the global gaming community, only 5% of pro esports athletes are women—and none of them rank among the sport’s top 500 earners.

solution

We created The Milk Cup, an all-women Fortnite tournament free from the obstacles and biases women face in other series. The $250,000 prize pool was the largest ever for a women’s esports event in North America, and culminated in the first ever live, in-person women’s Fortnite finals, held at L.A. Comic Con 2024.

Client

MilkPEP

Role

Senior Art Director

agency

Gale Partners

team

Geoff Edwards, Andre De Castro, Ali Eng, Michael Sojka, Steph Lin, Diana Rodriguez Medina, Julia Papajani, Daye Oh

year 1

Tune In ads

There were 3 qualifiers leading up to the championship in the fall that were streamed live on Gonna Need Milk's streaming channels. So to promote interest and viewership, we created tune in assets that were run on paid and organic.

a message from milk

To ensure that audience's understood who The Milk Cup was created by and Milk's mission to level the playing field for women in esports, we created a PSA style video to get the message out. Directly from the actual CEO of MilkPEP—Yin Woon Rani.

year 2

The Milk Cup 2025 Teaser

With a successful 1st year under our belts, we wanted to tease that there is more to come in 2025. So we created a teaser video with footage from 2024's championship.

Every Day Royale & the Battle stop

We created 2 spots to promote general awareness for The Milk Cup and another to encourage sign-ups to compete in the tournament.