Muxy was building something genuinely new: interactive overlays that sat on top of live streams and let audiences engage during broadcasts in real time. Most of this work was happening on Twitch, and I designed projects for major clients like the NBA, Overwatch League, Game Awards, and SXSW. Because the technology and use cases were so novel, I often helped write proposals alongside preliminary UI designs, making the case for why brands should experiment with this emerging format. It required translating unfamiliar concepts into something clients could understand and get excited about.

The projects I worked on ended up reaching millions of people and played a real role in establishing interactive streaming activations as a legitimate marketing category. What started as experiments have become standard practice for brands on Twitch today. It was exciting to work at the ground floor of something that didn't quite exist yet—figuring out interaction patterns, testing what resonated with live audiences, and helping clients see the potential before the playbook was written.