Riot Games briefed me to lure in new players and bring back churned players to its increasingly popular FPS shooter, Valorant. Research on existing players showed that Valorant's distinct fashionable style and personality appeals to two very different types of players in different ways - the functional player and the emotional player.
I wrote, directed and post-produced two UA trailers for the same game - one which spoke to lovers of strategic gameplay, diverse characters and varieties of maps and weapons, and another which tapped into the emotional thrill of intense interactions, immersive action and the option to play with friends and fellow gamers.
The ads ran across YouTube and twitter and were hyper-targeted to these two different audiences depending on their functional or emotional interests, and acquired both lapsed and new gamers to download and play.
The ads ran across YouTube and twitter and were hyper-targeted to these two different audiences depending on their functional or emotional interests, and acquired both lapsed and new gamers to download and play.