Arc2 Season Launch Campaign
A global launch campaign translating Arcane’s world into physical spaces—blending narrative, environment, and fan participation across a three-phase rollout leading into the finale.
MUSE AWARDS: GOLD WINNER
/// A three-beat global campaign aligned to key cultural moments—launching in Paris during League of Legends Worlds to ground Arcane within the esports ecosystem. Designed to reinforce the Watch / Play loop, each phase translated story, character, and world-building into physical and digital touchpoints that deepened fan engagement.
/// Led visual development across campaign touchpoints—defining graphic systems, environmental treatments, and asset frameworks that supported the broader campaign experience.
/// While Arcane reached a massive audience, there was a gap between viewers of the show and active League of Legends players. The challenge was to close that gap—converting passive viewership into deeper engagement with the game.
/// We built a three-phase campaign designed to reinforce the Watch / Play loop—bringing Arcane into the real world through immersive environments, interactive moments, and culturally timed activations that encouraged fans to move from watching into engaging with the story inside League of Legends.
01 /// jinx workshop
/// We built a three-phase campaign designed to reinforce the Watch / Play loop—bringing Arcane into the real world through immersive environments, interactive moments, and culturally timed activations that encouraged fans to move from watching into engaging with the story inside League of Legends.
ENTRY
ENTRY
