The League of Legends World Championship in South Korea shattered records as an electric tournament for 6.4 million viewers. The event hosts the top competitors, fan events, K-pop sensation NewJeans, massive crowds of 25,000, and over 145 million hours of watch time.
MA directed the event’s on-site branding, CG visuals, and animations over the course of an extensive six months production. The project’s deep dive below showcases the vast creative development across concept art, technical R&D, brand tone, motion kits, detailed character modeling, and powerful animations.
Brand Identity
The WORLDS 23’ logo is our most valuable design asset symbolizing one of the most iconic brands across esports. It’s designed uniquely to represent us for what our values are: our sport, our pros, our game, and spirit.
League of Legends heroes are brougth to life with the distinguished 3D craft from our team. They compose a series of loops that represents grind and glory epic moments.
Motion System
The motion for the campaign and event is built for high impact, peak drama, and iconic resonance. It’s built simply and thoroughly as a powerful asset kit to be used across mediums for live on-stage, streaming, social, and promos by dozens of teams.
A vast array of creative to develop environment scenes, battles, painted textures, rigging, and character movements.
Client
Riot Games
Team
Massive Assembly
Creative Direction
Jason Yeh
Eugene Seo
Design Direction
Suleyman Yazki
Champ Panupong Techawongthawon
Jun Hong
Brand Design & Style Guide
Champ Panupong Techawongthawon
Suleyman Yazki
Eduardo Soldatti
Mariia Menshikova
Naomi Tirronen
Catalin Margarit
Laura Mac
R&D
Slava Leschenko
Jannes Ennen
Ronaldo Amador
2D Animation
Murilo Almedia
Federico Leggio
Caique Oliveira
Edit
Caique Oliveira
Concept Art
Jannes Ennen
Slava Leschenko
Mindaugas Povilaitis
Yuee Seo
Neil Hilken
Bihhel Gabriel
Haram Jung
Baris Yavuz
Manny Contreras
Creative Producing
Victor Hedström
Tiyam Khabbaz
3D, Character Animation & VFX
Eddie Chew – Griffin Animation
Isaac Olander – Tallgran
Anton Timofeev
Razvan Ciobanu
Aleksandr Timofeev
Timur Murzazhanov
Jamie Wandroph
Marco Iacopatti
Fedor Zaplatin