League of Legends: Wild Rift

Wild Rift Carnival Campaign

Context
Connecting Riot Games IPs with Brazilian culture is both a creative challenge and an opportunity to build authentic player connections. For Brazilian Carnival, Riot Brazil aimed to create a culturally resonant campaign spanning multiple titles.

My role
As Art Director, I led the campaign’s visual direction, ensuring a cohesive identity across the Runeterra ecosystem while authentically reflecting brazilian culture.

Action
I defined a unified visual system inspired by Carnival and applied it across multiple IPs, including League of Legends, Teamfight Tactics, Wild Rift, and CBLOL.
I directed key executions such as a flagship animation with Histeria!, a live mural in Recife during Galo da Madrugada, broadcast integrations, and in-game content for Wild Rift.

Result
The campaign unified multiple IPs under a culturally resonant concept, driving strong engagement across digital, physical, and in-game experiences. Across social platforms, PR, and earned media, the campaign generated 104 pieces of content, reaching 1.7M people, with 77K engagements, 3.1M views, and 2.3M impressions.