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.
We plan on giving fans a moment to feel uniquely proud of being a part of this tribe, 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.
As lead designer, I set the tone of the overall visual look & feel of the entire campaign, pitching moodboards, animation style, and photography direction. Of course I wouldn't have gone far without the help and collaboration with my fellow writers, art directors, and animators—specifically Jingna Zhang for her incredible photography vision and Eddy&Bobby for their dedication to the art of animation. I also developed the key visual graphic treatment, oversaw production of all graphic marketing assets from the graphics team.
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