Star Guardian

As Design Lead for Riot Games China’s Star Guardian summer campaign, I spearheaded the creation and localization of the full design kit for China and key Asian markets. From apparel licensing designs to immersive campaign activations, I ensured every creative element was culturally relevant, visually compelling, and true to the Star Guardian universe.

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Creative Campaign: The Light in Your Eyes

“Protect the Light in Your Eyes” is a creative platform inspired by the mythology of the Star Guardians and their origin—the First Light. In the Star Guardian universe, the First Light represents more than just a celestial force; it symbolizes hope, inner strength, and transformation. This idea is reimagined through the lens of a contact lens brand, connecting the product’s functional purpose with a deeper emotional narrative.

The light in your eyes becomes a metaphor for clarity, purpose, and the unique spark within each individual. Just as the Star Guardians rise to protect the First Light, wearers are empowered to protect their own vision and inner light—preserving their outlook, dreams, and drive. It’s not just about better sight; it’s about protecting the strength and spirit that shines from within. This platform creates a rich storytelling space for emotional resonance, product relevance, and brand loyalty—especially among fans of the Star Guardian universe.