Cannes Lions

Overwatch League - 2020 Playoffs & Championship Weekend Campaign

WE ARE ROYALE, Los Angeles / ACTIVISION BLIZZARD / 2021

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Overview

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Credits

OVERVIEW

Background

No sooner had we begun 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 cancelled 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.

Idea

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?

Strategy

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.

Execution

We tackled animations for 8 major teams through the lens of players creating their own colorful world. They defeat both opponents and their best selves 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.

Outcome

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.

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