Valorant "On Console" Announcement

Launching Riot Games' Valorant on console in Europe 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 and stayed true to Valorant’s killer vibe.

We wanted the outdoor campaign to feel like you were missing out on something epic if you weren’t in the know. For a brief moment, we transformed The Now Building in London into Valorant’s headquarters, capturing a rare moment of downtime as agents blew off steam and celebrated the game’s console debut. The indoor and outdoor screens pulled people in, creating an atmosphere so electric you could feel the energy radiating through the streets.

The campaign launched in perfect sync 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—were transformed into Valorant hotspots, with massive screens lighting up the night sky and drawing in more than 16 million spectators.