Ignite. Uprise. Unleash
Promotional Film
Strategy
Innovation
Creative Producer
Creative Direction
Changing the tone and voice for the League Championship Series
Ignite. Uprise. Unleash
Creative Director for the relaunch of the LCS, Riot Games' flagship esports show in North America. This film marked the beginning of a new era, setting a more serious tone and voice that aligned with the evolving identity of the league.
Client
Riot Games
Released
Project Type
Promotional Film
Timeframe
6 Weeks
Ignite. Uprise. Unleash
Overview
The LCS was coming off one of its toughest seasons, with struggles across competitive performance, viewership, and fan sentiment. I was brought in as the Creative Director to help reset the narrative—shaping a new tone and direction aimed at reigniting fan passion and giving audiences a compelling reason to tune in again.
This moment also marked the beginning of a new generation of pro players in the LCS, so part of the creative strategy focused on building early fandom and recognition for these rising stars.
Ignite. Uprise. Unleash
The Challenge
The LCS had gained a reputation as a “meme league,” often labeled a “fiesta” due to inconsistent gameplay. While there’s value in being able to laugh at yourself, constantly being the punchline had started to wear on the league’s identity and morale.
Additionally, many of the fan-favorite pro players had retired, and there had been little effort up to that point to build new heroes for the next generation. Part of the creative challenge was to start that process—giving fans new faces to root for and invest in.
Ignite. Uprise. Unleash
The Solution
We established a more serious tone for the league—because if we weren’t proud of the LCS, why should the fans be? It became essential to treat the gameplay, the pros, and the storytelling with the respect they deserved. We directly acknowledged the fan sentiment circulating online and responded with a bold, statement-making promotional film to kick off the season and reset expectations.
Ignite. Uprise. Unleash
The Results
Fan sentiment completely shifted this season. Audiences began taking our players and the league more seriously, leading to a 10% increase in viewership. We also saw major growth across social channels—Instagram engagement rose by 40%, Twitter by 18%, and TikTok by 99%.
