Overwatch League Playoffs & Champs Weekend Campaign : OPERATION HOPE
Challenge
EMBRACE THE FUTURE No sooner had we begun our next collaboration with Activision Blizzard building assets for Overwatch League’s 2020 playoffs and championship weekend than COVID-19 hit. Though it forced a reduction in scale amidst a world of canceled sporting events, our operation forged ahead. The aim: to celebrate the optimism, grit, and cutting-edge spirit that drives the league and its players through next-level design and dynamic animation.
Solution
THE APPROACH CHAMPION THE ART Having laid the foundation of last season’s illustrated look, we began by asking: what else is possible? In our new uncertain reality, Overwatch’s message of fighting for a better future seemed more relevant than ever. We needed to infuse the art with more life, color, and story. What better way to explore that hopeful team spirit within competitive battle than through comic books? None we tell you, none. THE ARTWORK AN ORIGIN STORY With the artwork, panels and text of graphic novels as source code, we did a deep dive into each playoff team’s identity, city and narrative. From concept and storytelling to cel animation and after effects, we used every creative approach in our arsenal. Mascots engage in a battle royale. Players emerge victorious from vibrant, explosive surroundings. Cohesive logos, team branding, murals, social assets and more solidify what’s to come – this is where legends are born. THE ANIMATIONS A BRAZEN QUEST We tackled animations for 8 major teams through the lens of players creating their own colorful world. They defeat both opponents and their best self through courage and an illogical sense of determination, returning hope to their cities through an electric wave of color. Each animation was hand-crafted to feature iconic elements within the cities, highlighting the importance of team and town pride. Which we know a bit about now that LA (finally) has an actual football team.
Results
THE PAYOFF LARGER THAN LIFE Above all else, the numerous assets we built capture the enduring spirit of Overwatch League: inspired, hopeful and resolute. It’s a fresh, dare we say, punk rock celebration to excite both fan and player to crown a postseason champion. Needless to say, we’re excited to see where our ongoing collaboration with Activision Blizzard may take us next. We hear Mars is an inhabitable option, but we’ll see. 8 # of Owl Playoff Teams 1.55m Global Digital Viewers 14 # of Matches 10 San Francisco Shock Owl Champions
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.