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Email: markel@aoecreative.com
3D Branding Campaign Design Digital Experiential Social Strategy Video

Esports World Cup Paris

MY ROLE — Creative Director

Lead Creative Director responsible for the overarching creative and content strategy, creator ecosystem, campaign concepts, activations, visual direction, and coordination of a large-scale seven-week global esports program.

  • Strategy

    Global Campaign Strategy, Creator Strategy, Experiential Strategy, Social Content Strategy, Community Engagement, Long-Form Content Strategy

  • Design

    Creative Direction, Campaign Direction, Social Design, Video & Motion, Game/Activation Branding

  • Client

    Lenovo Legion

01 // The Challenge

More Than
A Sponsorship

Being the official PC partner provided enormous visibility, but visibility alone wasn’t enough. Legion needed to turn a seven-week sponsorship into a reason for gamers worldwide to continually engage with the brand while balancing products, creators, competition, entertainment, and dozens of gaming communities.

02 // The Process

Building the
Ecosystem

  • Built a seven-week content ecosystem rather than treating EWC as a single event.
  • Partnered with 11 creators representing different games, audiences, and creator styles.
  • Developed recurring formats spanning short-form, long-form, live streams, challenges, and fan participation.
  • Connected digital storytelling with physical EWC experiences and Legion products.
  • Designed activations that rewarded both creator competition and community participation.
03 // Execution

Seven Weeks
Live

Impossible Rivals
A three-episode YouTube competition put Alois and Winter through gaming and IRL challenges with a Legion laptop giveaway tied to the finale.

 

Creator Network
Eleven global creators provided distinct perspectives through trends, vlogs, challenges, fan interactions, and bts content.

 

Seven Weeks
A sustained programming strategy gave audiences recurring reasons to engage rather than concentrating content around a single tournament moment.

Mission Paris
Sidsity, Mande, and NoraExplorer raced across Paris completing challenges during a two-hour live IRL scavenger hunt.

 

Only Up CS2 Map
A branded Counter-Strike 2 Only Up experience challenged players to post their fastest runs for a chance to win Legion hardware.

 

Fan Rewards
Hardware giveaways connected creator performance and audience participation directly back to the Legion ecosystem.

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Impossible Rivals Episodes 1-3

Full Video

Only Up Custom CS2 Map

Mission Paris

Full Video

EWC Final Week Recap

04 // Results

Global
Impact

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