RIOT GAMES LUNAR NEW YEAR - Andy Burdin

RIOT GAMES LUNAR NEW YEAR 23'

Global branding and campaign development for Riot Games' blockbuster yearly holiday celebration

To help Riot Games bring their annual Lunar New Year celebration to life for players across the world, the team at ThinkingBox worked closely with publishing and marketing teams to capture the spirit of this beloved global holiday through the robust set of logos and branding adorned with traditional papercut layers of red, gold and jade along with full visual design of their digital marketing launchers.

This brand kit & guide helped inform all aspects of the player-facing campaign and permeated throughout all digital, social, and experiential touchpoints across the globe.

My role included creative direction over the entire brand campaign prior to delivery to our partners at Riot Games.

CLIENT: RIOT GAMES | AGENCY: THINKINGBOX | ROLE: CREATIVE DIRECTOR | YEAR: 2023

BRANDING

Our team designed & developed the primary logomarks used to represent the Year of the Rabbit & Cat as a cornerstone of the campaign.

CAMPAIGN KEY ART ANIMATIONS

Our team was also tasked with bringing this year's key art to life through rich ambient animations and motion, capturing the spirit and life of the beloved holiday.

LIVE EVENT ACTIVATION IN CHINA

THEMATIC NARRATIVE HUBS

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In all, this was one of the most rewarding branding campaigns I've been able to work on - big props to Krystyn Claire, Miquel Reina, Annie Myron, Coco Petersen and the entire Thinkingbox motion team for bringing this to life.