Riot Games: League of Legends Star Guardian Campaign
Role: Associate Creative Director
Produced at: We Are Royale / Client: Riot Games / Executive Creative Director: Jason Cook / Associate Creative Director: Adrienne Wollman / Producer: Lauren Johnson / Editor: Ryan Frey / Assistant Editor: Jason Vo / Design: Eric Ramin, Nikita Kibirev, Brandon Smith, Erika Morales, Elleyce Pahang, Edgar Zavala, Angelica Baini / Animation: Eric Ramin, Jared Norby, Nikita Kibirev, Brian Phan, Dylan Casano, Lyuben Dimitrov
Students by day and badass magical warriors saving the world from evil by night? Hell. Yes.
We developed a promotional campaign for Riot Games to celebrate the new array of skins, cosmetics, and lore for its Star Guardian Summer Event. Using an eclectic mixed media approach, we leaned into the juxtaposition of schoolgirls by day and evil-destroying magical warriors by night with a visually energetic and unexpected look and feel. To maintain this high-energy, mixed media adventure we made sure anything (and we mean literally anything) had the means to become a medium for content. Epic gameplay spots are projected onto buildings, familiar-shaped cell phone charms fly through space, a psychedelic tunnel of lockers explodes in a rush of game objects and easter egg content. Imagine a bombastic, colorful exquisite corpse-style journey through the mind of a teenager in Valoran City and you have our Star Guardian summer campaign.
