Most VALORANT players are aware there's an esports league called the VALORANT Champions Tour, but they're not always inclined to tune in to watch. Before the biggest international tournament of the year we created a social campaign telling fans NOT to watch it by one of the most controversial characters gamers come across - the random person that joins their lobby.
Check out the case study and first episode below!

Webby Honoree 2024

My Role: Senior Art Director
Art Director: Will Miller
Copywriter: Aaron Alford
ECD: J. Smith

Pros have shown they are great under pressure in game, but we don’t see how they perform under pressure out of game. In On The Spike, we how our pros handle pressure out of the game in a relatable way by gamifying their interviews. And yes, we really did black the lights out on them.

My Role: Associate Creative Director/Art Direction
Copywriter: Aaron Alford
Art Director: Will Miller

Many people think that VCT pros are just sweaty competitors and don't have time for anything else. However, just like their fans, they have outside interests and passions that help define them.
We produced the first episode of this series in Seoul, Korea to leverage the championship anthem and strategically connect the piece to the event. Fans even demanded to see the pros dancing in the opening ceremony of the Grand Finals, and Riot approved!

My Role: Associate Creative Director/Art Direction
Art Director: Will Miller
Copywriter: Aaron Alford

Out-of-context voice comms from the pros and casters during matches turning into comedic scenes as simple animated videos.
The series currently has over 10M collective views on TikTok

My Role: Associate Creative Director
Art Director: Will Miller
Copywriter: Aaron Alford
Animation: @dopatwo