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OVERVIEW

For the 2023 League of Legends World Championship in South Korea, I led creative direction across the global campaign and event experience, bringing the biggest stage in esports home to the birthplace of some of its greatest legends. The tournament became the most-watched Worlds at the time, reaching 6.4 million peak viewers and culminating in a massive Finals in Seoul.

service

Creative Direction

Art Direction

PROJECT TYPE

Integrated Campaign

client

Riot Games

year

2023

BUILT FOR THE WORLD STAGE

Worlds 2023 needed an identity that matched the scale and intensity of the competition. In partnership with Massive Assembly, I directed the development of a comprehensive design system spanning on-site branding, broadcast graphics, CG, motion, and digital. The system combined bold typography, dimensional forms, character art, and cinematic motion into a unified visual language built for the world stage.

FROM SYSTEM TO SPECTACLE

The identity was designed to move seamlessly between screens and physical space. Across six months of development, we translated the brand into motion kits, detailed character models, CG environments, venue graphics, and large-scale animations. Every expression was designed to make Worlds feel unmistakably premium, global, and larger than life.

WHERE ESPORTS MEETS CULTURE

Worlds has always been more than competition. In Seoul, the tournament brought together elite play, massive fan experiences, entertainment, and music, including the Worlds anthem “GODS” featuring NewJeans. The campaign helped turn a month-long tournament into a global celebration of League of Legends and its culture.

A RECORD-BREAKING, EMMY-WINNING WORLDS

Worlds 2023 drew more than 6.4 million peak viewers, 25,000 fans for the Finals, and over 145 million hours watched, setting a new benchmark for the global event. The work also contributed to Riot Games’ Sports Emmy win for Outstanding Esports Championship Coverage, cementing Worlds 2023 as one of the most celebrated events in League of Legends history.