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OVERVIEW

For the 2022 League of Legends World Championship, I led creative direction across the global campaign and event experience, helping bring the world’s biggest esports stage back to North America for the first time in six years.

service

Creative Direction

Art Direction

PROJECT TYPE

Campaign

client

Riot Games

year

2022

ONE & ONLY, WORLDS

Spanning brand, broadcast, content, digital, social, and live experience, I directed an integrated creative system that brought Worlds to life across four cities, culminating in a sold-out Finals at San Francisco’s Chase Center. From the visual language to defining fan moments, every touchpoint was designed to build the scale, energy, and spectacle of the biggest moment in League of Legends esports.

BUILDING THE SPECTACLE

Worlds needed to feel bigger than a tournament. Across the campaign, we brought together competition, entertainment, music, and fandom to create a global cultural event. I worked across internal teams, agencies, production partners, and Riot leadership to maintain a cohesive creative vision from the first campaign touchpoint through the championship stage.

A CAMPAIGN BUILT FOR PLAYERS

At the heart of Worlds is a global community united by a shared love of League. We designed the campaign to turn that passion into participation, creating content and experiences that gave fans more ways to follow the competition, celebrate their teams, and feel part of the moment.

EMMY-WINNING EXPERIENCE

The work contributed to Riot Games’ Sports Emmy win for Outstanding Esports Championship Coverage, recognizing Worlds 2022 as one of the defining esports broadcasts of the year.