Leave Your Mark Campaign  - League of Legends Brazil

Context
In 2023, League of Legends Brazil sought to strengthen emotional connection with its long-term player base, many of whom had spent years engaged with the game but lacked recognition for their loyalty.

My role
As Art Director, I was responsible for leading the campaign’s visual direction, helping develop a campaign that would celebrate and give visibility to these dedicated players, reinforcing their sense of pride and belonging within the community.

Action
We created “Leave Your Mark,” a multi-format campaign designed to highlight players’ journeys and time invested in the game. The initiative included personalized content, community storytelling, and a variety of digital and social activations to deliver a cohesive and immersive fan experience.

Result
The campaign drove strong community engagement, increasing social interaction and positive sentiment among players, while reinforcing brand affinity and loyalty within the Brazilian player base. Across social platforms, PR, and earned media: 18M impressions, 20M reach, and+ 280.000K engagements.

01. Key Visual

It is about  our community's connection and passion.
Through a "window" and to create a connection with the audience,
we bring to the real world League of Legends elements, besides
a Brazilian urban lifestyle with real people.

02. Original Song by Criolo

To create and record an original song for our campaign,
we called Criolo, one of the most influential musicians of Brazil.

03. Music Video

We create a music video that brings the campaign to real life:
showing São Paulo as background to a story that mixes real life and the game elements.

04. Special "Bling-Bling" Award

We gave recognition to players by offering them personalized necklaces
designed for this specific campaign. Were given to those who left their own marks
in League of Legends during the year.

05. Live Show

A special live show to end the campaign

Riot Team
Rodrigo Pires
Samanta Penhabel
Daniel Gouw
Giovana Gozzoli
Daniel Araújo
Vilson Laerte
Duda Federici

 Music Production and SFX
MDOIS Studio

Caligraphy
Diego Carneiro

3D Colar Video
Fabiano Benneton

Photoshoot
Cássio Andreasi

Music Video Team
Denis Cisma
Chico Pedreira

Live Show
Final Level

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