LIL NAS XECUTIVE
Producing the biggest Riot Games artist collaboration yet
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OVERVIEW
For League of Legends’ biggest artist collaboration yet, we partnered with Lil Nas X to create an unmissable cultural moment around Worlds 2022. Instead of a traditional celebrity partnership, we made Lil Nas X part of the world of League by giving him its biggest job: President of League of Legends.
Creative Direction
Art Direction
PRESIDENT OF LEAGUE OF LEGENDS
Gaming audiences can spot a forced collaboration from a mile away. So rather than simply announce the partnership, we created a premise fans could play along with. Lil Nas X declared himself President of League of Legends, kicking off a three-part mockumentary comedy series that blurred the line between campaign and entertainment.
THREE BIG PRESIDENTIAL DUTIES
The series became the vehicle for revealing Lil Nas X’s three presidential responsibilities: creating the Worlds anthem STAR WALKIN’, launching the Prestige Empyrean K’Sante skin, and delivering a massive live performance at the Worlds Finals. Each chapter turned a traditional marketing announcement into part of the story.
THE BIGGEST STAGE
The campaign culminated at the 2022 World Championship Finals, where Lil Nas X performed STAR WALKIN’ live as part of the Opening Ceremony, bringing the collaboration full circle on League’s biggest global stage.
CREDITS
Creative Director
Patrick Cho
Head of Esports Creative
Carrie Dunn
Director
Tony Yacenda
Director
Dan Perrault
Producer
Adam Hammert
