LEAGUE OF LEGENDS
10 YEAR CELEBRATION
CREATIVE / EXPERIENCE DIRECTOR
RIOT GAMES
SUMMARY
A 72-hour interactive countdown built in WebGL to celebrate Riot’s 10-year anniversary of League of Legends. The experience followed Ryze through a limbo of global timed events, random encounters, and hidden Easter eggs drawn from a decade of League history.
I led the creative direction with Riot’s EU team, designing the layers of interaction and pacing, and ensuring the finale synced seamlessly with the live celebration in London. The project became Riot EU’s most viewed web experience with over one million visits, and its visual language informed the staging and decor of the anniversary event, making the digital countdown the spark that opened the party.
TYPE
Interactive Countdown
WebGL Experience
Community Engagement
WHAT I DID
CREATIVE DIRECTION
NARRATIVE DESIGN
USER EXPERIENCE
VISUAL DEVELOPMENT
THE PRIDE
Riot EU’s most viewed web project ever, with over 1.000.000 visits in 3 days
CELEBRATING THE WAIT
Riot wanted a digital lead-in to their League of Legends 10-year anniversary that could hold attention for 72 hours without spoiling the broadcast or leaning on traditional marketing. The challenge was to build hype without looking like hype, and to connect seamlessly into the live celebration in London.
I directed the creative and experience design, framing the countdown around Ryze’s slow, awkward journey as a mirror of the community’s own anticipation. We layered global events, random behaviors, Easter eggs and memes so the world kept evolving, rewarding both casual drop-ins and hardcore fans. I also shaped the final moments to sync with London, where Ryze’s portal activation online became the live cue that opened the show.
The result drew over a million visits in three days, Riot EU’s most-viewed web project ever. It sparked a flood of memes, theories and clips, and its visuals carried directly into the physical celebration, turning a countdown into a shared spectacle across screen and stage.
FINAL OUTPUT
PHOTO FROM THE 10 YEAR CELEBRATION IN LONDON
LINKS
- RIOT Article →
- Youtube Videos →
WRAP UP
What started as a bored wizard waiting around online ended up kicking off the biggest party in League’s history. A strange, slow digital experiment became a shared memory for millions of players, and the opening beat of a celebration that lived both on screen and off.
Not bad for a 72-hour faceplant.