American Lung Association
"I Can't Wait" — PSA
As part of an ongoing relationship with Riot Games we developed key art for the 2019 ‘Season Start’ campaign. The annually recurring campaign is focused on bringing veteran players back to the platform, driving engagement and introducing new league themes. The key message for the 2019 was ‘This is Why’. Everyone has their own reasons for playing League of Legends, and this is yours. The goal was to create bespoke key art assets that each depict a heroic moment for the in-game characters. Their unique strengths, weaponry, and even past history being the motivator within the heroic scene. Riot came to us for fresh thinking on how to present these ideals within the brand.
With such well established characters and lore they wanted striking images that could evoke a singular feeling amongst players and tie in to the key message of