The VCT LCQ 22 campaign is a continuation of the previous year’s narrative, so we recast the dark horse, wolf and lion as the reigning champs who’ve secured their spot in the next round, all of whom enjoy the spectacle of chaos unfolding below as they party from the safety of a lavish penthouse above the clouds. We injected a bit of surrealism into the spots, grounded in the idea of being in the red zone — a place where you’re reaching your limit but must continue to perform at your highest level possible to come out on top.
We embraced a toon-shaded style with paintover techniques to build up the surrealist world that we were creating. We had a bit of fun with the Dalí-esque cityscape, where we built out a whimsically distorted melty wasteland with twisted buildings. It offered the perfect setting for the band of psychopaths to traverse as they attempt to claw their way to victory.