The LEC
The Summoner's Rift opened in Madrid.
Project for @lolesports at the League of Legends European Championship Finals @lecofficial 2025, where we were in charge of the conceptualization, direction and production.
We start with a simple idea: while in Europe the competition is known as LEC (“el ei si”), for Spanish fans it's La LEC (“lalek”). Just one more article in the language, but one that shows it's part of the culture.
This insight became the foundation for an entire visual universe, brought to life across different elements of the project and aligned with the narrative of the new League of Legends season.
The result
An immersive experience that transported us to Ionia, with a distinctly local flavour that resonated directly with the audience.
A Stage That Redefines Esports
Together with @yyplusplus, we brought the concept to life: an eight-metre-high mountain that raised the players to eye level with the audience, while a descending screen drew everyone's attention to the digital arena where the action unfolded.
All of this was possible thanks to our Broadcast & Tech partner @cabalesports and the talent of @lageslag on content and motion graphics.
