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OVERVIEW
Creative Direction
ART Direction
Copywriting
Client side
Agency: Riot Games
Partner: Wizz / CRCR
A Korean culture inspired take on a VALORANT Music Video —
Flashback to summer of 2023, we knew a few things like: We’re going to be in Korea, our leagues are going to be launching their full branding at the top of the year, and we really wanted to step up our game in animating VALORANT gunplay in music videos.
In fact, if you watch back the previous three, we actually don’t show much gunplay at all. A character shoots off screen, we interrupt a sequence with a cut to something else, or it’s an abstracted metaphor of the action. I felt it was time we stepped up our gunplay and brought more of that into the work, while acknowledging how big of a moment Champions is for our sport and our pros.
Fast forward many months of creative concepting and endless revisions, we settled on the idea of leaning into finding our version of Korean culture in a VALORANT music video. We would treat our pros like the superstars they are, and recreate or incorporate historical plays for some of the gunplay sequences for the first time in a Champions Music Video.
As we dug into production, we found ourselves circling around an idea of not just making a music video, but making a video that also felt like a music video. This manifested in obsessions with ideas like, “How would a real camera behave here?”, “How might light react to a camera lens?”, “How do we make this set seem believable, yet still fantastical?”
It’s that combination of little details that can add up to make a music video where every frame is a wallpaper, and every pro is larger than life.
credits
Agency
Riot Games
Brand Lead
Joe Elliott
Creative Director
Eric Margusity
Art Director
Johnross Post
Producer
Sloane Delancer Maya Ozasa Ricardo Jimenez
Production
Wizz / CRCR
