Corsair has always been known for their high performance computer memory (aka RAM or DRAM) but memory has always been hard to market. Other than boring performance metrics which don’t do well on social media, the only other way to market RAM has been with glamor photography; but even that goes stale eventually.

So in 2019, I took this as a challenge for myself, and started looking into ways to make a fun piece of relatable content about our memory. After consulting engineers about the performance difference between our RAM and lower tier RAM, I was reminded of those old anti-drug commercials: “This is your brain, this is your brain on drugs.”

With that an idea came to me, and I created this unique piece of advertising:

Production

This video was shot by me, with two coworkers as volunteer actors, it may not look like much as I had no lighting equipment, backdrop or any other crew. It had a budget of only $50, which is incredible considering the response it got.

Though the video wouldn’t have been possible if not for my two stars, Robert Weary and Keven Galloway, not to mention my wonderful mother who actually made these cookies using the stencil I bought, her experience as a baker was a lifesaver!

Reception

The video was relatable and funny, and absolutely blew up on social media with over 6.8 million views and 20 million impressions across platforms! (and this was before TikTok even existed!)

It was and still is the best performing tweet made on twitter by Corsair or any of its competitors to date, making it a massive success that actually made it hard to track our engagement rates due to how highly it performed.

My absolute favorite fact about this project however is that was commented on and retweeted by District 9 director Neill Blomkamp, who we had no connection or partnership with, but apparently he just really enjoyed the content.