RIOT GAMES
Lil Nas X Collab

For the League of Legends Worlds 2022 campaign, our goal was to craft a cultural moment that transcended gaming. To achieve this, we launched our most ambitious artist collaboration to date, teaming up with global music icon Lil Nas X for a multi-part storytelling experience that culminated in the official Worlds 2022 anthem and music video, performed by the artist himself.

Understanding that today's gaming audience can quickly sense forced collaborations and superficial sponsorships, we sought an authentic and engaging way to integrate Lil Nas X into the League of Legends universe. Our solution: a clever and comedic narrative in which Lil Nas X humorously declares himself the "President of League of Legends."

Company: Riot Games
Role: Head of Production, Esports Marketing