The challenge was to provide players with a deeper cultural connection to Brazilian roots and celebrate the beloved and well-known character from Valorant, Raze, as they have never seen before.

Our team went to Bahia, Raze's birthplace, to capture the places and lifestyles as realistically as possible. We aimed to portray the colors, temperature, flavors and textures while avoiding the clichê of how tropical places are often pictured. One of the things that helped us achieve this were cultural references, which were used many times.

Another achievement was how we chose to capture Raze. We blended live-action with top technology for animation, crafted artistic 3D executions and used Unreal Engine without mischaracterizing the 2D hand painted style.

Our challenge was to bring the game character Raze to reality and place her in the cultural daily life of her hometown, giving players a deeper connection to Brazilian roots and showing a never-before-seen side of her to the fan community. Working with live-action animation in a 360º digital campaign, Raze “took over” all Valorant social media accounts for a week. She danced, talked, answered questions and bonded with fans.

Blending top technology for animation with crafted artistic 3D execution, we used motion capture suits for all the movements, Unreal Engine to create Raze’s live version and a lot of animation so she could dance on TikTok, interact on Instagram, and stroll through her daily routine while listening her favorite music in the video clip.

The activations took place over February 21th and 22th, when the "Only Good Things" video was released on YouTube, followed by placements for the Tik Tok challenge, Instagram posts and stories, AMA on Twitter and Spotify. After that, on March 4th, the efforts were focused on improving YouTube and Tik Tok media

The social media takeover was a hit. We created an exclusive choreography for Tik Tok challenge with the help of a local choreographer and used motion capture suits for all the movements. The takeover reach and impressions results were 2.1 Billion views and 934 Million creations.

Raze was also on Twitter to ask fans’ questions and took over Instagram to answer them. We produced 8 videos for Instagram Stories that reached more than 100K views and 90K Likes.

As a result, the Brazilian community felt represented and very welcomed, reaching 92% of positive reactions across all media.

Our team went to Bahia to capture the places and lifestyles as realistically as possible. We aimed to portray the colors, temperature, flavors and textures while avoiding the clichê of how tropical places are often pictured. One of the things that helped us achieve this were cultural references, which were used many times. Another achievement was how we chose to capture Raze. We blended live-action with top technology for animation, crafted artistic 3D executions and used Unreal Engine without mischaracterizing the 2D hand painted style of the character.

The campaign was implemented across multiple social media channels: YouTube, Tik Tok, Instagram, Twitter and Spotify. The activations took place over February 21th and 22th, when the "Only Good Things" video was released on YouTube, followed by placements for the Tik Tok challenge, Instagram posts and stories, AMA on Twitter and Spotify. After that, on March 4th, the efforts were focused on improving YouTube and Tik Tok media.

The Bahian singer and Grammy nominee Luedji Luna was chosen for the “Only Good Things” video, where we brought the character to reality and placed her in the cultural daily life of her hometown to connect with fans.

The social media takeover was a hit. We created an exclusive choreography for the Tik Tok challenge with the help of a local choreographer and used motion capture suits for all the movements. The takeover reach and impressions results were 2.1 Billion views and 934 Million video creations.

Raze was also on Twitter to ask fans’ questions and took over Instagram to answer them. We produced 8 videos for Instagram Stories that reached more than 100K views and 90K Likes.

As a result, the Brazilian community felt represented and very welcomed, reaching 92% of positive reactions across all media.

The social media takeover was a hit. We created an exclusive choreography for the Tik Tok challenge with the help of a local choreographer and used motion capture suits for all the movements. The takeover reach and impressions results were 2.1 Billion views and 934 Million video creations.

Raze was also on Twitter to ask fans’ questions and took over Instagram to answer them. We produced 8 videos for Instagram Stories that reached more than 100K views and 90K Likes.

As a result, the Brazilian community felt represented and very welcomed, reaching 92% of positive reactions across all media.