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YiNong Dong
Amazon Advertising / Twitch
Senior Creative Producer
Yi is a Senior Creative Producer at Twitch’s Brand Partnership Studio within Amazon Advertising, specializing in innovative ways ofconnecting brands to Gen-Z audiences. With deep expertise across generative art, AI, gaming, AR, VR, XR and immersive installations, she has pushed Amazon Advertising campaign quality forward, breaking the boundaries of traditional live-stream formats and pioneering new ways for audiences to interact. Yi spearheaded Twitch’s first in-house produced collective gaming format within an 3D virtual environment, where audiences collaborated via Twitch chat to solve puzzles. She also introduced Twitch’s first inter-channel interactive experience, where custom-developed applications allowed real-time cross-channel interactions, radically changing how live streams are experienced. Notably, she launched Twitch's first always-on interactive tournament for Nike Jordan, a five-week campaign that redefined the traditional Twitch audience role. Instead of viewers acting as a unified mass, this campaign allowed individual user inputs and behaviors to be tracked and integrated, creating a new, personalized experience where each participant’s actions influenced the broader gameplay and dynamic. This activation, which became the "most-watched stream on Twitch" with over 15 million viewers, set a new standard for personalized audience engagement. Through her creative vision and development of bespoke tools on Twitch, Yi has elevated live streaming to award-winning, industry-leading standards, reshaping audience engagement with brands on Twitch. Her innovations contribute to a broader cultural shift in media consumption, creating a ripple effect that extends beyond individual campaigns and influencing global audience interaction with digital content.