RIOT GAMES LUNAR NEW YEAR – ANDY BURDIN / 2024

OVERVIEW

RIOT LUNAR NEW YEAR

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

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.

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.

BRANDING

ANIMATIONS

MARKETING LAUNCHER

My team at ThinkingBox was also responsible for user experience & interface design for the primary marketing launcher, which greeted players with a dual-themed experience to view campaign content and purchase cosmetics.

TEAMFIGHT TACTICS - LUNAR GALA EXPERIENCE

Finally, our team at ThinkingBox was responsible for UX/UI design across multiple Riot products, including a themed metagame within Teamfight Tactics - from strategy, design and development handoff to our partners at BOND.

GLOBAL CAMPAIGN EXPRESSIONS

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.