Video Case Study: Pulsefire Ezreal

Test drive all the high-tech advancements we’ve managed to cram into Pulsefire Ezreal here at the Pulsefire Armory.


Riot Games


Matt West


Alex Lehmann


Mathew DeSanctis


  • 2.6 Million Views
  • 20,000 YouTube Comments
  • Over 120 Pages of Responses on the League of Legends Forums

In 2012, Riot Games wanted to make a big splash to officially reveal a new skin and product line to its Champion line-up for the hit game League of Legends. “Pulsefire Ezreal” was a top tier game content update featuring an all-new evolving character model and unique visual effects. Due to rampant online speculation by the game’s community, Riot sought to exceed the expectations of their usual content release tactics by delivering a large-scale digital campaign and accompanying trailer.

To usher in this “Legendary” product line, Riot’s video team, led by Matt West, partnered with European animation studio Puppetworks and developed an original CG trailer. The concept featured a new female character who was originally intended to only appear in the trailer as an AI narrator. Internal reaction to this new character was so favorable, the Pulsefire team decided to spend additional development time integrating her into the actual game experience.

The trailer was released via the Riot Games YouTube portal as well as through social media channels and featured an outbound link to a fully immersive promo web page that  featured additional media assets created especially to give players an in-depth look at all of the skin’s features as well as a special added surprise.

The trailer earned over 2.6 million views and generated 20,000 comments as well as over 100 pages of responses in the League of Legends forums and quickly became one of the best-selling content updates to the game of all time.

The Pulsefire Ezreal promo page featured even more content for players

The Pulsefire promo page served players an in-depth look at even more content and videos

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