Bella Levels Up

Amazon + Daydream

The Challenge

Bella Poarch is one of the most viewed people on the internet. After dabbling with some casual Twitch streaming, she came to us to help bolster her presence as a gamer, and knew we had a unique opportunity to make something special. We set out to develop a weekly show with the cinematic quality of premium cable, the topical content of gen-z internet culture, and star-studded guests from the gaming community. Half talk-show, half gaming, and 100% authentic to Bella.

The Approach

Tonally, cinematically, and thematically, we set out to completely reimagine the playbook for a premium livestream broadcast. We spent six months developing, writing, and casting the show from the ground up. Working directly with Bella, we dove deep into what makes her tick - crafting the episodes' themes, segments, and art direction that were uniquely tailored to Bella's personality. By combining avant-garde set design, thoughtful scripting, adventurous wardrobe, a cinematic graphics package, and a marketing campaign to match - Bella Levels Up came to life.




Honoring the native Twitch experience, we utilized custom chat integration technology to enable live audiences to interact with Bella and guests in real-time, voting on in-game decisions and cheering them on throughout challenges. Each two-hour episode consisted of segments meticulously crafted to maximize shareability. From deep chats about life to energized physical challenges, clips from Bella Levels Up spread across the internet like wildfire immediately following each week (see episodes below). 

Episode One “Level Up in Life”

The pilot focuses on the theme of Exploration and Curiosity. Bella & Ludwig adventure into the open world of Elden Ring before they both meet QTCinderella and a Professional Archer to become masters of the bow in an IRL Target Challenge.

Episode Two “Let Her Cook”

This episode is about Celebrating Uniqueness as it can become your superpower! Quarterjade and Bella play Valorant as they master the powers of each agent before Valkyrae & professional chef Nico DeLeon joins Bella to cook a Filipino dish IRL.

Episode Three “A Collection of Skills”

Bella learns about Collaboration vs Competition. Sykkuno helps Bella strike that balance in an assortment of variety games: Party Animals/ Pico Park/ Fall Guys, before they meet Benny Blanco & a professional driver to teach Bella to drive a car IRL.

Episode Four “It’s The Climb”

This episode is about Confidence and Risk. Becoming who you want to be only arrives by taking chances. Dream teaches Bella to find ways to overcome the obstacles of life, by sharing some Minecraft lessons before they meet GeorgeNotFound & a professional stuntwoman to master an IRL obstacle course.

The Result

In four episodes (simulcasted on Twitch, YouTube, Amazon Prime, and Twitter) Bella Levels Up boasted 1M+ live viewers per episode and 47.7M+ organic views on Bella's socials, and countless fans clipping and sharing their favorite moments, the result was a one-of-a-kind show that was not only successful on platform, but 100% authentic to our star. Bella's friends from the gaming world helped her level up in new games. Her friends from the real world helped her level up in fun IRL challenges including archery, cooking, and learning to drive. Along the way, they indulged in deep discussions about life's challenges and how to live life to the fullest.




Project made proudly in collaboration with Daydream Studios. Nominated for a 28th Annual Webby Award & 16th Annual Shorty Award.