Riot Games sought to commemorate the milestone of Valorant’s 5-year anniversary with a new and exclusive music video to portray its characters as never seen before. Its objective was to create a film of self-expression that renewed interest among casual players, strengthened the community of serious veterans, and piqued the interest of newcomers to the IP.
Existing as a retrospective piece with promises of more to come in the future, it would encourage the community to look back and reflect while also being excited for what’s to come. The music video was to be a central part of a wider, multi-layered campaign strategised and executed by Riot Games and its partners.
In collaboration with Riot Games, Brunch Studio developed a new art direction that faithfully renders its core visual identity since the game’s original release. This aesthetic was inspired by its 2D artwork, primarily designed by Su Ke and used in all marketing and in-game illustrations.
Thanks to this elevated aesthetic, Brunch was able to explore new storytelling horizons for the IP to reflect the characters’ emotional growth following five years of lore. The result is a cast of living characters that have matured alongside the community they resonate with.
This music video was received with critical acclaim by players and streamers alike upon its release, establishing a new art direction more faithful to the IP’s identity. The same design has since been deployed by Riot Games in partnership with Brunch Studio for a short film presented at the Valorant Championship Tournament to introduce a live performance of Qing Madi’s Ego, as well as a sequel music video featuring perspectives from other characters in a cover by Audrey Nuna and King Mala of the iconic Britney Spears’ hit, Toxic.
