League of Legends
Decennial
ART DIRECTOR
RIOT GAMES / LEAGUE OF LEGENDS
2019 marked the 10th anniversary of League of Legends, the most popular videogame in the world. To commemorate this significant milestone, we created an online and in-person event that celebrated the millions of players across the globe as a thank you for the love and passion they poured into the game over the last decade.
I led the visual direction and branding for the event across all mediums and platforms spanning across print, broadcast, digital, social, live events, streaming platforms, and in-game graphics.
On October 15th 2019, Riot Games live-streamed a special presentation on Twitch and Youtube. The showcase revealed exclusive footage of 4 previously unannounced game projects, a sneak peek at the tactical shooter game in development now known as VALORANT, and unveiled the long awaited TV series, Arcane. The announcement was met with excited fervor and love from fans, spawning countless reaction videos and memes, and the news was covered by major media outlets around the world.
In-Game Event
During the 10th Anniversary Event, players enjoyed 10 days of exclusive in-game rewards when they logged into League of Legends each day. At the conclusion of the event, players then unlocked a special edition Annie skin (cosmetic content) as a final thank you gift.
Our Game with Kim Jung Gi
We commissioned world-renowned artist Kim Jung Gi to paint a mural depicting our iconic characters and most beloved global influencers as a dedication to the diverse League of Legends community.
We then utilized Kim Jung Gi’s mural to highlight each of the diverse communities within the League of Legends fanbase. Each week was dedicated to a different group of creatives and contributors, which were celebrated and recognized during the month-long social campaign.
Animators
Cosplay
Artists
Musicians
Charity
Esports
Live Event in Los Angeles
A select number of players were invited to Riot Games campus in Los Angeles, California to celebrate in-person and to take part in the live-viewing experience inside the LCS Esports Arena. Regional teams around the world held their own events and viewing parties.
Across campus, Riot employees from all professions participated in player-centric activities from crafting personal thank you cards, to designing tattoos, and hosting a League of Legends competition where players went head-to-head with the founders of the company.
For those experiencing the event online, Twitch robots were deployed on campus which were controlled via Twitch chat which could be moved from room to room depending on which activity players wanted to see next.
Contributors
Creative Directors: Dan Maxwell & Matthew Manarino
Art Director: Jane Lim
Illustrator: Julia Shi
Producer: Jesse Kobayashi
Design Partner: ThinkingBox
Production Partners: The Mill, Elastic