League Player Days 2024

Client: Riot Games
Role: Art Director, Contractor

For League of Legend’s 15th birthday I art directed a 3-day campaign to celebrate all the legendary players in the League community and promote new in-game content.

Vendor Briefing: I worked with the internal marketing team to ideate tactics and goals for the event and contributed to the creative brief used to align partners, kickoff vendors, and review work with stakeholders.
Vendor Direction: I provided art direction to our design partner SUMMONER. I researched and developed a creative approach that celebrated community content like fanart and brought in nods to League’s history over the past 15 years.
Stakeholder Management: I attended investor reviews with executive leadership to provide context for design decisions.

Goals

Celebrate & Thank Our Players

League turned 15 and we gave a huge thanks to players who have been with us from the beginning, joined yesterday, or experienced any moment in between.

Make Legends of Player Lore

We highlighted stories from players all over the world who contributed to the League creative, music, and esports community. Their experiences are the true legends of League.

Build Confidence in the Future of League

Over three days we illustrated stories players sent us from five different regions, made a playlist of player-made music covers, and let players design esports fan signs for Worlds. All this to say thanks for the last 15 years and here’s to the next!

Event Key Visual

Our primary asset was illustrated by a beloved League of Legends fan artist, John Patrick Gañas and seen across several graphics in and out of game.

Brand Kit

Event Executions

Each day was themed in celebration of the major communities of League fans and was paired with an in-game champion skin and free community gift.

Creative Day: Cosplayer Neeko, League Artist Brush Pack
Music Day: Music Fan Gragas, Digital songbook of 12 League themes and anthems
Esports Day: Esports Fan Trundle, Esports Fan Sign Kit for Worlds