LoL Wild Rift: Sentinels of Light
Riot Games

The theme of League of Legends in 2021 was to build a huge moment around the lore of the game. League had not had any major story movement in several years and the plan was to give players a year of major changes to the status quo in the world of Runeterra culminating in the launch of our first major entertainment project season 1 of Arcane.

While League of Legends campaign was primarily based around two big-budget CGs Wild Rift would focus on social engagement built around tactile mobile executions. This would allow the two products to complement each other and give Wild Rift room to find its footing with its growing player base. This would become a constant challenge to navigate between the two products until the decision was made to let Wild Rift tell their own stories and have their own champion lineups during major events.

This campaign also marks the moment we decided to explore social more actively and began taking major swings into the space with unique and highly technical creative tactics. We built partnerships with YouTube and Meta using their latest ad tech as part of the campaign. This included immersive 3D AR environments on Instagram and 180-degree CG animated videos that worked both in VR, on social media, and on desktop.