Charlie Hocking.

Twice a year Riot Games host road show events for their professional leagues around the world. These events showcase the top teams of the season and give fans the opportunity to  immerse themselves in the game and watch their favourite teams battle it out for the trophy.

I worked with DesignStudio to create the concept and direct the creative for the 2019 LEC finals in Athens.

Harnessing Athens’ youthful energy, we created an identity based on the concept of  ‘The Next Wave’ – a story about a group of rebellious young gamers reinventing sport at it’s birthplace.

Our story came to life over three stages; ‘Launch the signal’, ‘Rally the troops’, and finally, ‘Celebrate the future’.

Borrowing from the visual language of protest and hacker culture, we designed a futuristic graphic language that could flex for each stage of the story – applying it across social media, advertising and stadium graphics.

Borrowing from the visual language of protest and hacker culture, we designed a futuristic graphic language that could flex for each stage of the story – applying it across social media, advertising and stadium graphics.

In the weeks leading up to the event we created a series of films and social posts that steadily built hype for the main event. Each activation was tailored to one of our three stages, finally culminating in the fans arrival at the centre of the futuristic revolution – the Olympic stadium in Athens.  

The Athens finals were driven by a singular and compelling narrative from start to finish. This created a blueprint for the marketing and content teams at Riot to tell new stories and resulted in an entirely new experience for League of Legend fans across Europe.