League of Legends 
New Champion Campaign

Challenge: Introduce League of Legends players to the game's newest fighter: Sett, the Boss. 

Idea: Show 'em who's boss.

We teased Sett by sending targeted emails to players who main fighters. They received one of four random emails (below) showing iconic champions getting punched by Sett's Q, W, E, or R ability. 

At the same time, players who scored a certain number of first kills in the game were awarded a mysterious calling card (same design at the bottom of the emails) that would later be redeemable for Sett.

Once Sett was out, we also released his champion theme and champion spotlight.

Role: Creative Director, Copywriter on Champion Spotlight


©2020 by Mai Koythong