Riot Games · Media Monks · SP · RJ · Fortaleza · Curitiba
For the first time, a global gaming brand decided to celebrate the unofficial market instead of fighting it. For Riot Games, INGF produced a national campaign that turned murals in four Brazilian capitals into gateways to the creative economy of the League of Legends community.
Our curation selected artists in São Paulo, Rio, Fortaleza, and Curitiba to recreate the iconic Shopkeeper from the game. Each mural worked as a living storefront: through a QR Code, the public was directed to an exclusive marketplace that promoted products created by fans themselves.
We transformed street art into a legitimate bridge between the brand and the people who build its culture every day.
Our curation didn't just seek painters, but community translators. We created a system where urban art served as the interface to legitimize the talent of those who always formed the foundation of the jogo.
