A social media campaign revisiting a decade of League of Legends in Brazil, driven by fan references and internet culture.

Riot Games | League of Legends

Client:

2022

Year:

Campaign / Social Media

Focus:

League of Legends isn’t just a game in Brazil, it’s a lifestyle. For the game’s 10th anniversary in the country, we created a multi-phase campaign that celebrated the massive community of lolzeiros with a very local tone (and plenty of memes only true fans would get).

From brainstorming to execution, I helped craft a social-first campaign that felt deeply Brazilian with colorful, funny, and full of emotional connection. It started on social media, then expanded into real life with murals created by artists across the country.