The Hunt
For Glory 

— Mercedes-Benz x League of Legends

Home — The Hunt For Glory

Brief —
Create a 360° campaign for Worlds 2023, strenghtening the partnership between Mercedes-Benz and Esports partner, Riot Games. The campaign should celebrate the host city of Worlds, Seoul, and generate excitement amongst gamers and non-gamers worldwide.

Approach —
An immersive online scavenger hunt, taking place in a reimagined Seoul, invites players from around the world to 'hunt for glory'. Help locate the Worlds 2023 championship trophy, hidden within one of the EQS SUVs, and find ultimate glory.

Production —
Together with The Mill and Tim Fox we created a beautiful CGI film and 360°  game asssets. We came up with a character - blending the style of the two brands - composed a song -inspired by K-Pop and HipHop - and crafted a reimagined Seoul full of oversized champions.

MB_LoL_Worlds23_Keyvisual_2_Red_World_095_16x9
MB_LoL_Worlds23_Keyvisual_5_Car_Focused_100_16x9
MB_LoL_Worlds23_Keyvisual_3_Car_Focused_105_16x9
MB_LoL_Worlds23_Keyvisual_1_Blue_World_140_16x9

CREDITS —
I worked as the main creative on this project, together with:
Augusto Santos – creative director
Digital / UX designer – Tiffany Goyvaerts
Producer – Sergii Eisenstadt
Account manager - Carolin Lazar / Lara Hutson