Valorant Launch Campaign

After breaking the Twitch viewership record during the Closed Beta (1.73 MM viewers) and supporting player engagement with our social agent reveals, core FPS players had very little context about what VALORANT was all about besides its engaging gameplay. We needed to provide more context about the game's universe while taking the opportunity to reach a wider audience who might not have been impacted solely by gameplay. We saw the opportunity to develop the VALORANT IP as a tool to drive affinity towards the brand and create long-term commitment. In other words, while it's natural for players to churn out of gameplay, creating a relationship with the IP is very effective in establishing long-lasting connections with the brand.

We launched Episode 01 // Duelists: a cinematic first look into the VALORANT universe featuring the new map Ascent. This cinematic helped contextualize why the map was on a floating island in Venice, Italy. The trailer not only deepened the IP but also reinforced our gameplay promise of "creativity meets clutch".

My role as an Art Director was to help conceptualize our GTM creative alongside Creative Directors and Brand Managers by writing briefs, scripts, revising concept art, creating layouts and graphics for key art, and providing art direction feedback to our external collaborators: Blur Studio and Worship.Studio.