WE ARE VALORANT

Campaign Project | SCAD 2023

Process Book

Team

Patrick Eng

Roxanne Chen

Team Lead

Art Director

Markie Salter

Augustina Cha

Copy Writer

Art Director

Deliverables

marketing strategy

merchandise

social media

An integrated campaign that empowers gamers to foster a more positive environment during Valorant's 3rd anniversary. We wanted to create a statement on the fast-growing toxicity within the gaming community, allowing people to own their behavior & respect those behind the screens.

Out-of-Home Advertisements

(Visuals made with Midjourney AI)

billboard 4 mockup

billboard 1

billboard 4

billboard 4 mockup

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poster

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Our team was able to visualize the extent of the concept of anonymity by experimenting with the power of AI. We used AI as a means to conceptualize captivating visuals that best communicate our key message in an extravagant way. I designed the out-of-home advertisements to merge the gaming world and the real world, putting a face to the gamer names online.

Social Media Campaign:

TikTok, Instagram, X

Social media was made to advertise the prelaunch of the main in-game campaign. As trolls are becoming more popular and well-known in the gaming world, we decided to create copy and content that addresses toxic gamers by making fun of their comments with kindness. I edited content for TikTok that took a famous clip of a toxic gamer and overlaid their misogynistic comments with compliments to illustrate how kindness can still be entertaining and enjoyable.