Players Project

Players, Paramount+

When all those hours playing League of Legends finally became useful.

Players is a mockumentary about a fictional League of Legends esports team called Fugitive Gaming. Because I already knew the game and its community, I was able to bring that perspective directly into the campaign.

I took a leading role in ideation and helped establish the visual direction for the show's social content. While watching the episodes, I looked for game references, Easter eggs, cameos, and moments that League players would immediately recognize.

Esports Name Generator

Esports Name Generator, final layout.

Esports Name Generator, explore layout A.

Esports Name Generator, explore layout B.

What's the first thing you do when you start a new game? Pick a name.

One of my first concepts was an Esports Name Generator that let fans create a gamer tag using their birth date and name.

Since we had minimal design direction at the start, I looked to the show itself for visual cues. Fugitive Gaming's uniforms were mostly black, the arena screens used orange and arrow patterns, and thin UI-style lines appreared throughout the series.

I pulled those pieces together into a visusal system, adding subtle pink gradients and repetition to give the social creative its own identity.

Character Cards

Character Cards, 1x1 and 9x16 layouts.

To introduce the cast, I designed a set of character cards inspired by trading cards.

Each card highlighted the character's role in the League of Legends world or their place within Fugitive Gaming. I refereced the episodes closely to make sure the roles, positions, and game details were accurate.

Senior designer Israel Valdez also helped develop color treatments for the character photography so everything worked within the system.

This Is Creamcheese

Win a Championship.

Creamcheese Burns.

Creamcheese really wants to win.

He says "I want to win" over and over throughout the series, so I pitched a social recap counting every time he said it. It turned one of his defining personality traits into a running joke fans could follow.

Another concept came from Creamcheese's talent for insulting people.

After the team pulled together some of his best burns, I designed a rating system using a hot sauce bottle inspired by a scene from the show. The harsher the burn, the higher the hot sauce level.

Honor a Player

Honor a Player, 1x1 and 9x16 layouts.

This concept came directly from League of Legends' in-game honor system.

After a match, players can recognize teammates with different honors. I adapted that mechanic for social, letting fans choose an honor for characters after each episode.

It was a small interaction, but one that League players would recognize immegiately.

Are you ready to win?

Working on Players gave me the chance to combine two things I genuinely enjoy: design and gaming.

Knowing the game helped me look beyond the obvious promotional moments and finding ideas rooted in how League players actually think, talk, and play. That made the social campaign feel like it belonged in the same world as the show.

League of Legends Reference

In-game "Honor a Teammate" screen reference (image source).

Lane distribution icons/roles reference for Character Cards (image source).

Project: Players — Social Campaign
Client: Paramount+
Date: May 2022
Creative Director: Kelsey De Weerd