CAMPAIGN:
IGNITE. UPRISE. UNLEASH.
GOAL:
The LCS was coming off a season where fan sentiment was at an all time low. We needed to create a reason for our fans to care about the LCS again. From production quality to the messaging, we needed to hit home that the LCS is a league worth our fans investing in.
ROLE:
Creative Director
PARTNERS:
Elite Edge
BEHIND THE SCENES OF THE CREATIVE:
In 2022, the LCS faced one of the lowest sentiment periods in its league history. Fans expressed their dissatisfaction with the content quality, lack of league storylines, and the disconnect with our professional players.
In my inaugural year as the LCS Creative Director, I embarked on a mission to rectify these issues. Our primary objective was to rebuild our foundation and initiate a revolution within the LCS, demonstrating to our fans that we genuinely listened to their concerns and that change was underway.
To ignite this transformative campaign, I conceptualized and crafted a captivating promotional film for the season kickoff. This film showcased the upcoming generation of pro players, effectively dismantling the notion that the LCS was subpar.
The reception to this campaign was overwhelmingly positive, resonating with our audience and paving the way for a tremendously successful year. We managed to completely reverse the sentiment surrounding LCS content, storylines, and the spotlight on our players
