SOUL FIGHTER was a major thematic event bringing a bold fighting-game inspired universe to players, spanning skins, narrative, in-client experiences, and global publishing beats. The campaign needed to capture the high-energy tone of the theme while helping players quickly understand what made the event special and worth engaging with.

Players were being introduced to a new thematic world with a lot of content across multiple products and platforms. The challenge was ensuring players could immediately grasp the fantasy, feel the hype, and dive in fist first into the product offering.

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Role: Campaign Art Director & Lead Visual Designer
Goal: Get social focused players to duke it out in the new arena game mode.
Creative: Bring players on their very own anime tournament arc: train, power-up, and settle the score.

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Riot Team:
Creative Direction - Alex Lang, Elie Lehman
Art Direction - Austin Veiger, Gerald Parel
Video Direction - Jason Hendrich
Design - Austin Veiger, Dan Ichimoto

Creative Partners:
Motion Graphics - ILoveDust
Illustration - Grafit
Marquee - Golden Wolf