Arcane season 2 | social Creative
art direction, graphic design
May 2024 - January 2025
Our objective was to build on the success of Arcane’s first season with exciting, thumb-stopping creative that would excite die-hard Arcane/League Of Legends fans while attracting new fans to get in on the hype. On this project I was responsible for overseeing all levels of creative execution: guiding designers, concepting creatives, and working with the team to make sure all of our creative aligned with campaign goals.
In November 2024, Arcane Season Two reached Netflix’s Global Top 10 in over 90 countries, while Arcane’s followings on social increased by over 750K followers and received likes and engagements in the tens of millions.
Created at We Are Social for Riot Games.
Reigniting The Fandom
In the lead-up to season 2, we developed a number of assets to support the release of several Season 1 merch items: a suite of special edition Blu-Rays, a Season 1 soundtrack vinyl, and art book. In these early creative pieces I developed a look and feel with the creative team that would bring the Arcane visual style to social: film burns and scratches, graffiti, quick cuts, and high-energy transitions.
Season 1 Art Book
Building Excitement For Season 2
Motion Posters
The creative team at Fortiche created a series of beautiful posters for Season 2. To amplify these posters on social, I developed a concept to animate the static posters using subtle motion to highlight characters, draw attention to easter eggs, or add emotional impact to Fortiche’s already amazing illustrations.
The animated posters we created were posted on the League Of Legends TikTok account.
Character Posters
Countdown Graphics
The Music Of Arcane
Music is an enormous part of the Riot Games ecosystem, so a key beat of the Season 2 campaign was to hype up the release of several tracks from the Season 2 Soundtrack with bespoke A/V assets.
In-Season Creative
Season 2 of Arcane was released in three “acts” over the course of 3 weeks in November. During this time I worked extremely hands-on with the creative team to deliver a range of assets, including quote cards, edits, and custom carousel graphics.
Game Over
This campaign was a massive undertaking for the WAS team, and I remain extremely proud of the work we did. The artistry and the passion from the people at Riot Games and Fortiche is overflowing, so I feel incredibly honored to have played a part in bringing Season 2 to the world. Seeing the excitement from the fans made all of the long hours worth it, and I’m incredibly proud of the team at We Are Social for all of the work that went into this project.
Account Leads: Lauren Mynderse and Mariam Salcido
Strategy Lead: Clare Lulich
Strategy Support: Britt Ashley
Group Creative Director: Connie Shu
Associate Creative Director: James Liggins
Motion Design: Hana Jacobsen and Chris Cookson
Editors: Keith Guerrero, Ryan Huegerich, David Sadvari
Static Design: Lisa La
Copywriters: Becca Slack and Britt Ashley
Community Management: Rocio Cruz and Geo Cortez