12,000 miles traveled.
21 days of production.
140 videos delivered.
TAKE _NOTES.
Every RIOT GAMES event has its own unique brand identity. Our initial conversations with the Riot creative team are in the form of a presentation: a first look at key art and taglines for the forthcoming tournament. From there, the fun begins.
From there, we develop the film identity of the campaign— what does the art direction look like, interview sets, film language, sonic palette, etc.?
THE LAB
Given the tagline for MSI BUSAN, “TAKE NOTES,” we decided to premise our art direction around a mysterious, retro-furustic “LAB” in which the players could analyze each other.
STREET PHOTOGRAPHY
was a core part of our DNA.
We traveled to Busan, South Korea.
10 days later, we published our first video.
_Opening Teases
At League of Legends events, prior to each stage of the tournament, our team has the opportunity to film bespoke content with each of the competing teams. On the first day of each stage we premiere an “opening tease” that encapsulates the overarching narrative and thematic of the tournament.
We decided to divide this story into three parts ARRIVE, ANALYZE and ANNIHILATE.
OPENING TEASE: This tease was focused on arrival of the global competitors in Busan. Awaiting them was FAKER. Prior to MSI, FAKER, the winningest pro in LoL history, and his team T1, had an undefeated season— something never before witnessed in the LCK. For this reason, establishing FAKER as elevated and untouchable in his home nation was a core part of our visual story-telling.
RUMBLE: As 10 teams diminish to 6, and the global competition heats up, "The Rumble" opening tease asks our pro-players: "How will you chase the impossible?" With every team having a chance to face one-another in this stage, it was important for us to give equivalent weight to all the competitors in this opening film.
FINALS: Tapping into the massive Korean fandom over league, and pulling inspiration from Korean rap music videos, we wanted to tell a story here of a fan rally interrupted by their imminent threat— RNG.
We delivered a daily tease everyday.
We designed custom interview
sets in the MSI brand aesthetic.
We conducted ~100 interviews across the event.
We created 5 post-match interview player profile videos daily for broadcast.
We also created 5 in-depth player profiles for standout players entering the event.
“CASE FILES” featured interviews from esports personalities across the world.