“Burn it all down” featuring PVRIS is an epic song and video created by Riot to amplify and soundtrack the League of Legends 2021 Worlds tournament. Spotify, a multi-year sponsor of the tournament, wanted to promote their partnership to LoL’s fans, an audience not typically receptive to traditional advertising, by creating a music experience that only Spotify, in collaboration with Riot, could do.

To help launch “Burn it all down”, we created the Worlds Anthem experience: a microsite that offers an immersive behind-the-scenes glimpse into the crafting of the anthem, while also introducing fans to the music behind the music, through collectable Spotify tracks that ultimately allowed fans to receive their own, personalised Worlds playlist. Our experience featured over a hundred original pieces of concept art from the Riot team as well as a collection of short BTS interviews with the composer, songwriter and PVRS herself all set to a set of original soundscapes derived from the original stems of the song. Alongside the web experience, we also crafted a 30 second spot and a number of social cut-downs.

A project with many parts, we involved multiple creative directors to share the workload. As the Digital Creative Director, I oversaw all creative aspects of the web experience, while playing a dual role as the UX designer for the site as well. Due to asset delivery challenges because we were simultaneously building our experience alongside the development of the music video, the final shape of our site had to drastically tilt from what was originally pitched. I conceived and sold the new version of experience through to our clients, as well as taking it through to launch. I was also assisted by another CD who took the lead on directing the 30 second spot and the editing of the behind-the-scenes interviews.