Celebrating a Legendary Legacy

Riot Games partnered with us to lead the design and user experience for the Hall of Legends campaign, a premium, once-in-a-generation event celebrating the very first Hall of Legends inductee and the legacy of the great Faker. The site needed to feel cinematic, reverent, and unmistakably high-end, while clearly communicating the value of an expensive season pass and optional bundles, without reducing the experience to a storefront.

Client

Riot Games

Agency

BOND

Services

Creative Direction
UX/UI
Motion

Press

IGN
Forbes
Polygon
Kotaku
PC Gamer

Challenges

01 This was a very expensive ask. The marketing needed to feel very premium in order to justify such a price tag.

02 Fans want to celebrate Faker, not just be sold products, but they did want to see the artwork clearly.

03 Presenting this event without overwhelming users and diluting the campaign’s mystique.

Moving away from the Shop Mentality

We explored including a shop or purchase button early in the experience, but testing revealed that it immediately cheapened the tone and conflicted with the reverence we were trying to establish. Since purchasing occurred in the in-game client, a direct buy link was unnecessary.

Instead, we focused the site on awareness and desire, allowing the experience itself to build value rather than pushing conversion. We focused instead of a single page cinematic scroll experience that allowed the event to unfold, building up hype as you scrolled.

Simplifying the Season Pass

Early explorations attempted to showcase every item included in the pass, experimenting with different layouts, breakpoints, and interaction models. However, presenting 100+ rewards quickly became overwhelming, and many items were too small to warrant individual focus.
We ultimately pivoted to a benefit-led approach, using concise bullet points and bold bundle imagery to highlight the most meaningful rewards. This maintained clarity while protecting the premium feel of the experience.

Design Approach

High-Impact Visual Storytelling We leaned heavily into oversized typography and full-frame imagery to create a bold, premium presence. Large-scale visuals of the bundles showcased the splash art in an immersive way, allowing users to appreciate the craftsmanship behind the content rather than skimming past it.

Motion as Narrative Slick transitions and restrained animations reinforced the cinematic tone. Movement wasn’t decorative—it was used to support the idea of unveiling, elevation, and reverence.

Intentional Restraint By keeping users on a single path and limiting navigational distractions, we preserved the emotional pacing of the experience and prevented the site from feeling like a conventional marketing page.

Bringing Light to the Darkness

We designed a guided, single-scroll experience that unfolded like a film. Rather than presenting the campaign as a set of pages or choices, we placed users on a single narrative track that revealed the event gradually.
As users scrolled, the site transitioned from darkness into light:mirroring the campaign’s core theme of illuminating a legend. Information was intentionally withheld and then revealed, creating a sense of discovery and anticipation as the mystery of the Hall of Legends unfolded.

Immersive Bundles

The bundles were positioned as premium add-ons to the pass, and we explored several ways to present them, ranging from subdued text layouts to fully immersive visual treatments. Once their importance was clear, we combined two approaches:

A multi-card view, allowing users to immediately understand that multiple bundle options existed
A full-frame, tab-based experience, triggered through scroll, where each bundle could be explored with the same cinematic weight as the pass itself

This hybrid solution balanced clarity with spectacle, giving users both overview and depth without breaking the narrative flow.

Conclusion

The Hall of Legends campaign successfully delivered a premium, narrative-driven experience that justified the high price point while honoring Faker as a true legend. By grounding the site in cinematic storytelling, visual restraint, and intentional UX decisions, we created an experience that felt celebratory rather than transactional.
The careful balance of emotion, clarity, and craft kept users engaged, connected to Faker’s legacy, and confident in the value of the offering, demonstrating the power of narrative-led UX in high-stakes marketing experiences.