FORTNITE x LEBRON
'The King Has Arrived'

As part of SpringHill’s relationship with Fortnite, we were tasked with overseeing the launch of the biggest name in their Icon Series of player outfits - our boss, and sometime professional basketball star, LeBron James.

We worked with their in-house art team to design his character, then created a launch event by recreating the outfit (with a little help from Ruth Carter) for him to wear IRL. Plus we sent out AR crown seeding kits to influencers, painted murals and celebrated the the James family’s love of Taco Tuesday with a pop up Fortnite taqueria in LA.

We got over 1.7 Billion impressions, the outfit was Fortnite’s best selling ever, Complex did a huge spread on it, and the boss sent us a fire emoji, so all in all, job well done.

First we worked with Epic’s internal teams to concept and design the actual in-game outfits.
(there’s loads of cool sketches we’re not allowed to show)

Then we announced it.

(Originally we wanted him to wear it in the tunnel, but the Lakers got bounced, so we pivoted and put this together in the space of a week)

We got streamers, athletes and influencers hype with a special AR crown seeding kit

We dropped my fav ‘basic trap’ approach to murals in major cities.

Which got the hardcore fiends intrigued

Then we turned up in LA with an El Rey’s Taqueria pop up