A campaign celebrating the everyday moments when players become their favorite champions.

Client:

Riot Games | League of Legends: WILD RIFT

2023

Year:

Campaign / Art Direction

Focus:

Wild Rift is the mobile version of the globally popular MOBA, League of Legends, designed for faster and more casual matches, while keeping the depth and richness of the universe. Choosing a champion goes beyond gameplay; it’s about identity, emotion, and connection.

The campaign explored these everyday moments when players see themselves in their favorite champions, slicing an apple like Yasuo or singing in the shower with Seraphine’s pop-star energy. These became the brand’s “Wild Moments.”

The concept came to life through a mix of cinematic campaign films and influencer-led photoshoots, translating the idea into relatable, human stories across different formats and platforms.

Throughout the project, I was deeply involved in the creative process: developing visual references, collaborating with illustrators and photographers, participating in shoots, aligning with the client in key meetings, and supporting production to ensure consistency across films, photos, and a full social content system. The campaign marked a new phase of more human, community-driven communication for the brand — blending storytelling and authentic player culture.