RIOT GAMES
LEAGUE OF LEGENDS
SOUL FIGHTER SUMMER EVENT
Awards: Bronze Experiential - The Drum Awards
THE FIGHT YOU’VE BEEN WAITING FOR.
Soul Fighter is a six-week summer event taking over the world of Runeterra with new game modes, skins, champions, and more coming to League of Legends, Wild Rift, Teamfight Tactics, and Legends of Runeterra. Our tribute to the fighting game genre takes inspiration from the deep emotional resonance and unique character moments from fighting games and anime tournament arcs.
Role: Lead Franchise Creative Director
TEASE EM
We teased our players with a captivating video before the event, building anticipation for the thrilling experience ahead. The visuals and snippets showcased what awaited them, setting the perfect tone for the summer event.
SHOWCASE
We worked with Darkburn Creative to put together a series of videos for the four games participating in Soul Fighter. Each video showcased a tease of the gameplay and skins coming to the respective game.
To celebrate the new Soul Fighter thematic and game mode, we invited 16 global competitors to put their skills to the best in 3 physical challenges, ending in an all out brawl finale. This was hosted on Twitch and Youtube and broke Riot Games livestream viewership records.
Complete breakdown of the visual branding and set design here.
Production Partner: OS Studios
TOMER HANUKA
We picked the mind of one of the best illustrators in the buisiness to create an incredible piece of key art for Soul Figher: Fight Night. It was seen posted all over the event announcements as well during the night.
SOUL JUICE
All great sporting events have a sponsor, and Soul Fighter Fight Night is no exception. We created a fictional sports drink called Soul Juice.
In the same space as Gatorade, that hydrates any athlete after a grueling match or training session, giving them back vital vitamins they need to help them on their personal journey. While Soul Juice doesn’t exactly say it will help you unlock your soul power, it doesn’t explicitly say it won’t.
Production and collaboration with Looseworld
LAWYER RECALL PSA
released after the main soul juice commercial, we created a lawyer recall PSA that informs the viewer that Soul Juice has officially been recalled, and to contact them for potential compensation. We even used a real Riot Games lawyer.
