Beyond The Gray
Motion Graphics
+
Underdog skin. Champion blood.
“Underdog skin. Champion blood.” is KOI’s fictional global brand campaign designed to expand beyond Spain by reframing defeat as the cost of innovation. KOI is a professional Spanish esports team known for its bold, innovative playstyle and rapid rise in competitive leagues. Through a mix of epic storytelling and playful content, the campaign shows KOI as underdogs who risk everything to disrupt the game, and champions at their core. From a mini-documentary and player-led Underdog Review series to international collaborations with esports personalities like Sjokz and Caedrel, plus matchday rituals, memes, and a limited merch drop, the campaign builds a consistent narrative across all touchpoints under the global hashtag #ChampionBlood.
- CATEGORY Brand & Content Strategy
Why “Underdog skin”?
Underdog skin represents how KOI may look like outsiders, vulnerable, or prone to failure on the surface... but underneath, their true essence is Champion blood. Also, in gaming culture, a “skin” is the surface, a cosmetic appearance that doesn’t change the player’s core abilities. This duality — appearance vs. essence — fuels the entire campaign. Losses aren’t signs of weakness, but the price of innovation: KOI dares to play differently, take risks, and disrupt the meta.
Key Campaign Pieces
[1/6] Mini-documentary — “Champion Blood” • Narrative arc: The birth of KOI → early defeats → painful struggles → victory in the LEC → eyes set on Worlds. • Style: dynamic mix of behind-the-scenes footage, risky plays, emotional lows, and epic triumphs. • Copy close: “Underdog skin. Champion blood.” • Distribution: YouTube, TikTok, Instagram Reels. [2/6] Mini-series — “Underdog Review” • Format: short videos (1–2 min). • Concept: each player reacts to one of their own plays: whether it failed spectacularly (underdog skin) or secured victory (champion blood). • Tone: dynamic and entertaining (funny edits, memes, and epic reactions). • Objective: humanize players, show insight into decision-making, and highlight KOI’s daring style. • Distribution: YouTube, TikTok, Instagram Reels. [3/6] Matchday Ritual on Social Media • Before every game: Tweet → “Underdog skin.” along with the matchday creativity. • After victory: highlight clip → “Champion blood.” • After defeat: clip with player reflection → “Underdog skin. Champion grind.” • This creates a repeatable ritual fans can anticipate and engage with. [4/6] Global Collaboration • To push KOI beyond Spain, we tap into figures with international esports reach: - Sjokz — iconic LEC caster, loved across Europe and with strong ties to Spanish esports culture. - Caedrel — English-speaking analyst and caster, popular on Twitch, with credibility in the global League community. • Both bring KOI’s story to an English-speaking audience, bridging cultures and amplifying the narrative. [5/6] Merchandising Drop • Limited edition jersey with a minimalist, bold design, featuring ‘Champion blood’ embroidered on the back. • Designed for arenas, events, and online fans. Creates physical connection to the narrative. [6/6] Hashtag • #ChampionBlood: the unifying global tag. • Easy to remember, in English, scalable across regions. Fans, media, and casters can rally around it.
Why it works
• International reach → content in English, supported by global esports personalities. • Authenticity → KOI embraces failure and risk as part of their DNA. • Engagement → dynamic, funny, and epic content that fans actually want to share. • Scalability → from meme clips to merch to documentary, the story stays consistent.
- MORE WORKS MORE WORKS
- MORE WORKS MORE WORKS
- MORE WORKS MORE WORKS
- MORE WORKS MORE WORKS
