VALORANT Masters Shanghai

OVERVIEW

Creative Direction

ART Direction

Copywriting

Client side

Agency: Riot Games

Agency: Riot Games

Agency: Riot Games

Partner: Massive Assembly

Partner: Massive Assembly

Partner: Massive Assembly

Expressing the thrill inside the action of every moment —

The second international event of the 2024 season took us to Shanghai, and nobody does it bigger than VCT CN. 18,000 Fans in the Grand Finals Weekend arena, and celebrations all across the city. We knew we had to go big, and the VALORANT Cinematic style was a space we had never played in before for the VCT. The tagline of "Thrill Unleashed" led us to a film and expression that brought the energy of a 1v5 retake to life in a super expressive campaign.

"...Thanks for being a great, and sometimes annoying, duo."

Our stylistic approach to this campaign covered everything in Shanghai. From two venues, quite literally exploding with style, to a full blown VALORANT themed rave. The campaign dominated Shanghai. And what an event it was. Our pros showed us what it means to bring your all to VALORANT. If you had asked me who the final four teams would've been at the event a year ago, I would have never guessed. We witnessed greatness, comebacks, and gameplay dominated by Gen.G who were able to bring a trophy home for VCT Pacific for the first time in VALORANT history!

"...Thanks for being a great, and sometimes annoying, duo."

"...Thanks for being a great, and sometimes annoying, duo."

Our stylistic approach to this campaign covered everything in Shanghai. From two venues, quite literally exploding with style, to a full blown VALORANT themed rave. The campaign dominated Shanghai. And what an event it was. Our pros showed us what it means to bring your all to VALORANT. If you had asked me who the final four teams would've been at the event a year ago, I would have never guessed. We witnessed greatness, comebacks, and gameplay dominated by Gen.G who were able to bring a trophy home for VCT Pacific for the first time in VALORANT history!

Our stylistic approach to this campaign covered everything in Shanghai. From two venues, quite literally exploding with style, to a full blown VALORANT themed rave. The campaign dominated Shanghai. And what an event it was. Our pros showed us what it means to bring your all to VALORANT. If you had asked me who the final four teams would've been at the event a year ago, I would have never guessed. We witnessed greatness, comebacks, and gameplay dominated by Gen.G who were able to bring a trophy home for VCT Pacific for the first time in VALORANT history!

Read the Manga

RANK UP! The Masters Tokyo One-Shot

Read the Manga

RANK UP! The Masters Tokyo One-Shot

Read the Manga

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campaign team

Brand Lead

Katie Simpson

Creative Director

Eric Margusity

Art Director

Johnross Post

Producers

Sloane Delancer

Maya Ozasa

Ricardo Jimenez

Production

Massive Assembly

Features

Good Boy Creative