Challenge
Launching Riot Games' Valorant on the console in five of Europe’s top cities - London, Barcelona, Rome, Milan, and Berlin, wasn’t just about making noise; it was about shaking up the scene and grabbing attention in a crowded space. With massive high-res screens, we had to bring the game to life in a way that hit hard, stayed true to Valorant’s killer vibe, and, most importantly, met the company’s strict global brand guidelines. All within a tight deadline that meant there was no room for error.
Story
Valorant’s global tagline, “Now It’s On,” said it all: the game was making the leap to console, and it was about to change everything. We wanted the outdoor campaign to feel like you were missing out on something epic if you weren’t in the know. Picture this: a regular Monday evening in London. People heading home, phones in hand, heads down—until suddenly, the Now Building explodes into a dazzling display of Valorant’s signature style. It’s not just another ad; it’s a full-on party with Valorant agents, the kind you don’t want to miss. The indoor and outdoor screens pull people in, creating an atmosphere so electric you can feel the energy radiating through the streets.
Execution
With less than a month to pull off this outdoor spectacle, the pressure was on. Our team dove into a range of tools to make sure every frame hits with maximum impact. The animation was crafted in Maya, leveraging MoCap and in-game rigs and animations. Houdini was employed for assembling and lighting, while we handled the spherical camera rendering in Redshift Render. For compositing and reprojecting to target screen geometry, we turned to Nuke. The challenge? Matching in-game assets with bespoke elements that delivered a completely new experience. Oh, and let’s not forget - this all had to work at 8K resolution and 50 FPS. It wasn’t just about putting pretty pictures on a big screen; it was about making sure the visuals didn’t just fit the environment - they had to dominate it. The screen became an extension of the streets, blurring the lines between the virtual party and reality.
Outcome
The campaign launched on August 1, perfectly timed with Valorant’s global console release, and it was nothing short of spectacular. Five of Europe’s most vibrant cities—London, Barcelona, Rome, Milan, and Berlin—transformed into Valorant hotspots with screens lighting up the night sky, drawing in more than 16 million spectators. The campaign blended striking visuals with immersive action, making a bold statement across Europe’s iconic cityscapes. Valorant didn’t just make an appearance; it energized the streets, creating a buzz that lingered long after the screens went dark, leaving a lasting impression on everyone who witnessed it.
