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OVERVIEW

I led the global creative vision for 2XKO, shaping the brand and driving launch campaigns across publishing, esports, and player marketing. From champion reveals and gameplay trailers to competitive storytelling and developer content, I directed the creative from concept through execution, helping introduce Riot’s fighting game to players around the world.

service

Creative Direction

Art Direction

PROJECT TYPE

Product Launch

client

Riot Games

year

2026

12+ CHAMPION LAUNCHES

I led creative for more than 12 champion trailers and reveals, developing launch campaigns that introduced each fighter through their personality, gameplay, and unique fantasy. Each launch was built to generate excitement while giving players a clear reason to jump in and play.

FROM GAME TO PLAYERS

Beyond launch campaigns, I directed gameplay trailers, skin trailers, developer diaries, and major brand moments designed to bring players closer to the game. Together, the work created a connected creative ecosystem built to introduce, explain, and grow 2XKO.

BUILDING THE COMPETITIVE STORY

For a fighting game, competition is the culture. I oversaw creative across esports and competitive storytelling, spotlighting players, rivalries, tournaments, and gameplay to establish 2XKO within the fighting game community.

MADE WITH LOVE

From building the brand to launching champions and shaping competitive storytelling, I helped define how 2XKO entered the world, creating a creative foundation built to grow with the game, its players, and the fighting game community.