Celebrating community and shared passion within a competitive gaming culture.
ROLE: Creative Director
Concept development, creative direction, design, post production and delivery.
Concept development, creative direction, design, post production and delivery.
The online League of Legends community is often associated with toxicity, particularly for new and returning players. But when the community steps out from behind screens and comes together at live events, a very different truth emerges. In those moments, rivalry fades and a shared love for the game takes over.
#OneLeague was created during the MSI season in London to shine a light on that positive reality. The idea focused on real community members attending the event and the personal ways League of Legends had shaped their lives, from friendships and mental health support to major life moments like engagements.
Rather than attempting to lecture or reframe behaviour, the campaign reflected the community back to itself, celebrating the humanity, connection and mutual respect that naturally surfaced when players came together in the same space.
The campaign lived across social platforms, the League of Legends game homepage, a dedicated microsite and digital billboards around London and the MSI arena. #OneLeague went on to become an ongoing movement, continuing across Riot Games’ live events, brand activity and wider League of Legends ecosystem.
