One Tribe. One Mission.
In 2021, for the first time, an esports organization had six teams competing at Worlds… simultaneously. With six teams competing in five different games, we set forth a vision to unify all of Tribe and it’s community under one mission. Introducing our #ONETRIBE campaign.
Over the course of one month, we produced an array of material including mini-documentaries, YouTube content, gameday coverage, social media promotions, hundreds of assets, and more.
Executive Producer Jonathan Sakoucky
Creative Director Elcio Colle
Content Producers Casey Gimblom, Austin Espinoza, M Uday Islam
Social Media Manager Cody Gray
Motion Design & Video Editing Haruyoshi Hara, Danilo Oliveira, Gabe Antunes, Tim Gonzalez.
Art Direction & Graphic Design Swarnava Mana, Vitor Freitas, Bruno Krazler, Roger Guardia, Robertson Elcles, Ryan McElroy, Vivienne Leow.
Visual Identity
The concept of #ONETRIBE was player-based, after all, they were the ones who led the mission. For this, the signatures of each player were central elements of the graphic pieces.
Each game received an exclusive graphic line, but they all shared the same colors, textures, and typography to keep the concept of highlighting each player and team while still being a part of one mission.
Using a simple and modern aesthetic, the campaign's visuals used traditional Tribe red, black and white along with gold to not only encapsulate the Tribe brand feel but also tying in that we were competing for world championships.
The Launch
To kick off this important moment in Tribe history, we released a video that is an ode to the history of Tribe. We brought together the voices of our content creators, players, and staff to reinforce the concept of unity. The scenes and words used were iconic moments in Tribe's competitive history and make direct references to the players, teams, and their characteristics:
History: The Wild Rift team, where four of the five players have been playing together since 2017;
Strength: The Brawl Stars NA team and their dominance of being the only team in the region’s history to go as back-to-back champions;
Believe: The Brawl Stars EU’s huge fan base;
Leadership: The CODM lineup who leads the scene, and especially BoLu, whose mission is to lead;
Origins: The Clash Royale Players, where each player is representing their respective country;
Mini-Documentaries
We crafted two unique mini-documentaries featuring our Call of Duty: Mobile and Brawl Stars teams by shining a light on their mission to become champions. To top it all off our CODM team brought home the World Championship trophy.
Special Videos
To celebrate the mission we invited our pro players to participate in content with our creators.
Allowing our audience to see our pro players shine in a different light, and further blurring the lines between content and competitive.
Superfan Kit
Our fans are the foundation of what makes all of this possible. To help them cheer us on, we created a kit with avatars, headers, memes, wallpapers, and whatever else was needed for a true Tribe Superfan to show off their true passion for the misson.
Check it out here.
Spotify playlist
“Alexa, play the #ONETRIBE Worlds Playlist.” To drive performance, we asked each player to pick their favorite song and created the #ONETRIBE playlist on Spotify for all of our fans to enjoy.
Watch Party
To celebrate the first day of competitions and bring our fans together, we organized a special watch party, where the Tribe staff watched, along side with our fans, our first game of the Wild Rift Horizon Cup.
NFT
The mission extended beyond to our business partners, where together we launched the #ONETRIBE NFT drop to make this moment even more unique. We used this opportunity to to make an impact and donated all proceeds to cancer research.
Key Visuals
Carrying unique features, references to the game, players and regions, each team had individual art, united by the key visuals of the general identity of #ONEMISSION.
Players Kit
As a player-based campaign, each lineup received exclusive materials to use across social media, carrying their signatures and showing the world their commitment to the mission.
Gameday coverage
Last but not least, to crush the coverage of each tournament, a series of assets were forged, using player personal identiy and a variety of layouts to make each stage of this mission special.
One Tribe. One Mission. Countless Moments.
