what

The first game-agnostic, brand marketing campaign Team Liquid has ever done showcasing the size, strength, scope and variety of Team Liquid, its players, its shared values passions and community. This is the shining crown jewel for the years to come—in a collection of high quality photoshoots, top tier animation, breathtaking graphics and experiences we create the world of Team Liquid which builds the narrative for the company’s future. Being the first project of this scope it creates precedent and benchmark for multi-title and cross-department campaigns to increase popularity of our players, generate more brand visibility.

approach

To give fans a moment to feel uniquely proud of being a part of this tribe, we aimed to give back to the community with content that motivates both belonging and the desire to share what we have created. In order to feel connected to something larger than themselves: we will bring together a roster of players across seven games ‘as one’ team.

my role

As lead designer, I set the tone of the overall visual look & feel of the entire campaign, pitching moodboards, animation style, and visual language. I also developed the key visual treatments and oversaw production of all marketing assets from the design team.

Of course I wouldn't have gone far without the help and collaboration with my fellow writers, art directors, and animators. Special thanks to Jingna Zhang for photography direction, Eddy&Bobby for animation, Team Liquid Production for endless tireless nights and Josie Brown for project supervision.

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