Role: Creative Director
Company: OET Capital Group / G64
Industry: Gaming
Tools: Social Media & Streaming Platforms
Results
The tournament and its accompanying communication campaign were a decisive success, achieving critical engagement and visibility metrics for the new expansion while validating the production framework.
Context
For the launch of the new "Flor Espiritual" version of Riot Games' Legends of Runeterra saga, the brand needed a strategy to drive engagement and visibility for the expansion. The situation demanded not just a standard product launch but a meaningful, interactive community activation.
Strategic Objectives:
Drive engagement for the 'Flor Espiritual' LoR Expansion launch.
Activate the community through a specialized influencer tournament on Twitch.
Maintain a consistent flow of updates and announcements across social media channels.
Task
I was assigned the responsibility of overseeing and directing all aspects of the tournament's lifecycle and its related communication. The task was complex and multifaceted, requiring both creative and technical oversight.
Core Responsibilities:
Oversee all technical, artistic, and social media aspects of the tournament cycle.
Ensure strict adherence to Riot Games' complex brand and in-game visual guidelines.
Create and manage all event-related communication strategies and assets end-to-end.
Actions
With the strategic direction defined, a comprehensive and highly coordinated production strategy was executed to meet the project's demanding requirements.
Key Actions Executed:
Meticulous Coordination & Direction: Managed the entire production process to guarantee 100% compliance with brand guidelines.
Social Media Strategy: Defined and implemented the overarching social media strategy for the tournament to maximize reach, build anticipation, and drive audience engagement before, during, and after the event.
Technical Execution: Directed multiple live camera feeds simultaneously to ensure a seamless Twitch broadcast experience.
Artistic Overlays: Designed branded, high-quality stream overlays featuring custom, detailed UI elements to provide proper in-game context and enhance viewer comprehension.
Communication Suite: Authored and deployed a complete suite of digital assets, including targeted social media posts, stylized match cards, and official announcements.
Tournament
Learnings
Social-Led Engagement: Defining a targeted social media strategy is critical to driving pre-event anticipation and extending the content lifecycle, maximizing post-event VOD viewership.
Influencer-Driven Activation: Structuring a competitive tournament around key community figures guarantees high-intent participation and effectively amplifies the overall campaign reach.
