“WHERE LEGENDS BELONG” – ESPORTS WORLD CUP 2024 CAMPAIGN

The “Where Legends Belong” TVC was created to position the Esports World Cup 2024 (EWC) as the ultimate global destination for gamers and fans across all genres and backgrounds. Set against the modern urban backdrop of Riyadh, the film highlights both the emotional connection gamers have with their favorite characters and the inclusive spirit of the tournament.



The TVC opens with a sense of mystery and disruption. Three core gamer personas—a co-op party trio, a focused gamer girl, and an angry sports gamer—boot up their games only to discover that their favorite characters have vanished. What begins as confusion quickly spreads into frustration and chaos, portrayed through fast-cut scenes of players across the world reacting with disbelief, rage-quitting, and even destroying their gaming gear. The absence of their characters creates a shared global tension, igniting curiosity and unease.



As digital glitches ripple across screens, a single word emerges: Riyadh.



The second half of the film flips the narrative and offers a powerful visual payoff. Beloved game characters—from fantasy warriors to sports icons—are seen walking through the vibrant, futuristic streets of Riyadh. The CGI characters move with purpose, crossing intersections, gliding through markets, and assembling under neon-lit skies. They are not lost—they are heading somewhere important.



The final reveal shows all characters converging toward a massive glowing arena: the Esports World Cup 2024. The voiceover declares: “Where are the legends? They’re here. At the Esports World Cup 2024.”



The visual storytelling blends cinematic realism with high-quality CGI to capture the imagination of global audiences. Sound design supports the narrative arc—from eerie silence and glitches in the beginning to a triumphant orchestral-electronic crescendo as characters arrive.



The campaign sparked viral conversations online, as gamers speculated about the mystery before the full reveal. It celebrated inclusion, diversity, and community—reminding audiences that everyone has a place at EWC. With Riyadh as the host city, the commercial also positioned Saudi Arabia as the beating heart of the global gaming universe.