LEAGUE OF LEGENDS | WILD RIFT
THINK LIKE A CHAMP
Director / cREATIVE dIRECTOR | RISE NEW YORK
To debut the collaboration, Riot Games LATAM's team tasked Rise New York & Partners with a mission of launching its newly created #ElTryHardClub, a program that brings a series of free initiatives and support to the League of Legends Wild Rift community in Mexico.
The gaming company wants the new program to be the primary source for Wild Rift Mexican gamers to get more experience and improve their skills through gameplay tips, educational content, player support, and a virtual coach available 24/7.
Titled "Piensa Como un Campeón" — "Think Like a Champ" in English — the campaign brings the message that you don't need superpowers to become a champion in Wild Rift. All you need is hard work, and the support Riot makes available for the community.
Campaign includes a long-form film and cuts in 60, 30, and 15 seconds with special formats for social media and digital display ads.
The story takes you through the day of a gamer, and as she goes through the bumps and turns of harsh gameplay, she starts to have these visions projected through her ceiling, walls, and everywhere she goes.
These "magical moments" trick the audience into believing that she has a "special power" to predict plays before everyone else. Only to find out at the end that — thanks to Riot's new program — she got some tricks hidden up her sleeve.
"We wanted to create this hyperfocus moment when she harnesses her "power" by tapping into everything she learned from Riot's new program in an epic way — Says Andre Holzmeister, Film Director and Creative Director at Rise New York."
The film is filled with visual effects, beautiful cinematic moments, and astonishing color grading. The sound design ties everything together with a Hard Rock music theme, the sound signature of all League of Legends content.
"RISE brought the energy we needed for this campaign, their ability to create stories that resonate with different audiences and the astonishing visual appeal makes them the perfect partner for the brand — Says Mariano Vives, Marketing Creative Manager at Riot Games Latam."
RIOT and RISE's partnership just started. Both teams are currently thinking about 2022 and how they can keep raising the bar for Gaming Marketing in Latin America.