Riot Games Music Video
Client
Riot Games
Services
Customer Experience
Turning regional insights into chart-topping brand narrative
The Pacific region had consistently fallen short in the VALORANT Champions Tour (VCT), fuelling a belief they were destined to lose. We challenged this with the music video 'UNDEFEATED,' performed by XG, inspiring players to take control of their fate. The anthem reignited the Pacific’s fighting spirit, leading to countless covers and reactions across platforms. In June 2024, the Korean VCT Pacific team Gen.G broke through, earning the region its first-ever international title.
