Austin Major
Role: Creative Direction, Design Lead
Tools Used: Photoshop, Illustrator, After Effects, Figma
Context
Team Liquid’s Counter-Strike roster was once considered the peak of North American CS, but after several years of inconsistent results the team had lost much of its momentum with fans. Heading into the Austin Major, our creative team was tasked with developing a campaign that could reignite excitement around the roster while also supporting a major on-site presence with our partner Alienware.
The project was particularly challenging because the campaign needed to function both as a fan-facing narrative and as a marketing initiative tied directly to an event activation.
Creative Direction
The creative direction focused on reconnecting with the identity that once made Team Liquid a dominant force in North American Counter-Strike. Early concepts explored ways to frame the roster as a revival of that legacy while also building energy around the team’s presence at the Major.
Because the campaign also supported a physical booth and partner activations, the visual system needed to translate across multiple environments including digital graphics, broadcast coverage, and large-scale event displays.
Execution
Throughout development the project required constant adaptation. While the team initially explored a wide range of ambitious concepts, the scope of the campaign shifted repeatedly as event logistics and production constraints evolved.
In response, I worked closely with designers and stakeholders to refine the visual direction and prioritize the assets that would have the greatest impact across social media, marketing channels, and the on-site event presence.
Results
The final campaign delivered a cohesive set of graphics and motion assets used throughout the Major. These visuals supported social media coverage, promotional materials, and the Alienware booth presence at the event.
Even as the project evolved, the visual identity remained consistent across platforms and helped create a strong and recognizable presence for Team Liquid throughout the tournament.
Impact
Although the team was ultimately eliminated earlier than expected, the campaign succeeded in generating strong engagement at the event itself. Foot traffic at the Alienware booth remained consistently high throughout the tournament, and the campaign visuals helped create a distinctive presence for Team Liquid on the Major stage.
For me, the project was a valuable lesson in creative leadership under shifting circumstances, reinforcing the importance of flexibility and collaboration when bringing large event campaigns to life.