Wild Rift Launch.
With the help of Riot's internal marketing team, I led the development and execution of the launch trailer for the mobile version of League of Legends, helping define brand identity (name, key art and logo) along the way. All works displayed © Riot Games 2019-2025.
Role
Product
Duration
Year
Port or Standalone?
Legends of Legends' arrival on the mobile platform was a huge milestone for the brand, but the first question we needed to solve was: is it a new game or the same game on a different platform? Eventually we identified two unique value propositions:
A new map (which the product team eventually pivoted away from)
A new vibe. On PC, League is a highly-competitive solo grind. But on Mobile, it could become something more…
Staging Player Truths
Being a player-focused company, we decided to portray the challenges of our main three audience segments using three champions from League. The segments were:
League players with adult responsibilities
Try-hard mobile players
Lonely solo grinders
Thereofre, Lux wanted to play but had "adult" responsibilities — studying; Yasuo wanted to try hard but wasn't challenged enough; and Blitzcrank had no friends to grind with. Each of their conflicts was then solved as Jinx (one of our most popular and mischievous characters) transports them to the new map for a ripping good 5v5 team fight.
A New Place to Play
On the highly-social, highly-portable new platform, League's new vibe was wild. So we gave the champions exaggerated silhouettes and more colourful textures. Many brainstorming rooms were organized to choose the wackiest pairings for the roster, and develop avengers-style comedic interactions in the midst of the fight. The visuals were brighter, shinier and more charming than the gritty cinematics League PC was known for. Massive thanks to Blur studio for rekindling the partnership with Riot and improving the creative every step of the way.
(Click to watch and learn more)
