LCS Summer Campaign

While CLG’s LCS team has historically been great, over the last few years that hasn’t been the case and as a result, the roster has switched towards development.

With the roster having been overhauled, along with most of the internal staff, this was effectively a reset of the organization. To encapsulate the essence of what the organization was looking to build towards, the slogan “Create & Elevate” was born.

Not only would CLG look to create a championship caliber roster through developing talent, but elevate beyond in all aspects - including the graphics. To accomplish this, we took the vaporwave aesthetic that the organization had been using over the last year and modernized it through the use of 3D gradient logos, strong saturated imagery and subtle gradients.

In addition to elevating the graphics, we looked to elevate the photography by utilizing dynamic poses that invoke an air of cool confidence.

Motion & Styleframes

For CLG’s main LCS team, we not only animated their roster announcement using photos from the media shoot. but also their gameday and victory graphics.

Click the “roster announcement,” “gameday,” “victory,” and “defeat” images to view the animated sequences.

LCS Academy Summer Campaign

For the LCS Academy Summer Campaign, we wanted it to be an extension of the main LCS campaign, but more tactile to accommodate the similar, yet slightly different structure - being that while there are 10 main teams, during the playoffs additional teams from the collegiate scene are added which makes stylized 3D logos difficult to execute upon. As a result, having standardized logos is ideal for the Academy format.

Image Selects

Selects shots of players from media day that best capture the air of confidence and dynamism we were going for.

Jersey Design

For the jersey design, we wanted to elevate the current vaporwave aesthetic that the CLG brand was using to make it feel fresh, new and lean into a summer feeling.

With the teams in development mode, we looked to reflect that through the pyramiding on the side and wings on the shoulders. The pyramiding being a symbol of progression while the wings represent what they hope to achieve in the future.

Playing into that are two diamonds on the back of the jersey to showcase past championships and serve as a reminder of what the team will look to play for in the future.

Credits

Jersey
Creative Direction: Billy Huynh
Art Direction: Billy Huynh
Design: Billy Huynh
Marketing Manager: Charles Adiukwu
Jersey Production: Chris Han
Product Box Design: Deanna Ko

Media Day
Director: Billy Huynh
Director of Photography: Jake Shideler
Director of Photography (Video): Ben Harvey
Executive Producer: Kyle Blake
Producer: Billy Huynh
Production Assistant: David Colemen
Production Assistant: Michael Paulk
Makeup: Engelique Schutz
Additional Photography: Kyle Blake

Campaign
Creative Director: Billy Huynh
Art Director: Billy Huynh
Design: Billy Huynh
Motion Graphics: Billy Huynh
Photo Editor: Billy Huynh