CAMPAIGN:

LCS 2023: IT STARTS NOW

GOAL:

Heading into 2023, we wanted to make sure the LCS had plenty of high end assets for all of the pro-players competing in the LCS this year. These assets should provide a wide range of variety in order to be used in a vast array of different content. Both video assets and photography assets are captured and then dispersed to all of the various internal and external teams to use to help promote the league.

ROLE:

Creative Director - Led all creative ideation, development of the creative brief, planning, and execution. Worked closely with internal teams to ensure use cases for the assets were utilized properly and was key point of contact for external teams and partners to ensure creative integrity remained in tact throughout the production.

PARTNERS:

Elite Edge

BROADCAST INTRO

BEHIND THE SCENES OF THE CREATIVE:

As an integral part of the 'It Starts Now' campaign for 2023, the LCS (League Championship Series) underwent a significant transformation in its approach to showcasing our esteemed players. Departing from a somber and austere tone, we recognized the importance of embracing a contrasting direction. Our goal for this season was to evoke a vibrant, enjoyable, and captivating atmosphere, all while accentuating the unique identities of both teams and players.

Consequently, we embarked on the creation of an extraordinary gaming practice facility that embodied a hyper-realistic ambiance. The interior, characterized by its immaculate, reflective white design, served as a perfect canvas. Behind a window adorned with cutting-edge LED technology, an impressive LED wall was erected to showcase the compelling player and team brands.

As the Creative Director of this visionary undertaking, my responsibilities encompassed a range of crucial tasks. Firstly, I initiated a Request for Proposal (RFP) process to engage multiple vendors, ensuring a thorough evaluation of the most suitable partners. Furthermore, I personally spearheaded the development of the creative concept, meticulously aligning it with the overarching campaign objectives. Simultaneously, I assumed the responsibility of managing the project budget, ensuring fiscal discipline throughout the production cycle. Lastly, my role extended to overseeing all aspects of production, guaranteeing seamless execution and adherence to our high standards.

By orchestrating this comprehensive and multifaceted endeavor, our aim was to deliver an unforgettable experience that resonated with our audience, while simultaneously elevating the LCS and its participants to new heights of success and recognition.