My name is Chris Saylor. I’m an integrated marketing leader with 10+ years experience overseeing nearly all aspects of consumer marketing. I’m passionate about driving disruptive marketing strategies for great brands, and I’m most rewarded by mentoring and developing world class talent.
Be More Alien
Alienware is a PC gaming hardware brand with a rich heritage and a reputation for excellence. But research revealed that most gamers saw the brand as out of touch and aloof—the products were expensive, and the tone of the messaging was consistently serious and competitive. In 2023, my team and I evolved the brand identity and created a new campaign to address this perception issue and grow awareness and familiarity with new audiences.
Alienware x Fortnite: Defy City
In 2021, the word “metaverse” was top of mind for most tech executives. But in gaming, we saw it differently—we’d been socializing, competing, exploring and purchasing in digital worlds for decades.
Defy City was an Alienware-branded Fortnite experience built in collaboration with Epic Games. My vision was to create a world—an Alienware theme park—that could connect and integrate with other digital worlds.
The promised metaverse still hasn’t come, but Defy City saw record numbers of concurrent and returning players throughout its lifetime. It served as a hub for our community, a way to build brand equity with our audience, and a platform for product announcements.
Defy Boundaries
Alienware brand campaign 2019-2022