To match this energy, we set out to create a visual campaign that was bold, unsettling, and cinematic. We needed a set that could capture eight qualifying teams — over 40 players — in ways that felt both cohesive and individually distinct. Our solution was a haunted house: a flexible environment that could shift from eerie calm to chaotic intensity as the tournament progressed. The concept embodied the idea that in competition, there are those who fear, and those who are feared.

Inspired by classic horror cinema, we made a bold creative choice for one of our main promo films. The piece depicted the fall of early-round teams and the arrival of top seeds, visually amplifying the rising pressure and darkness. To heighten the surreal atmosphere, we employed reverse photography techniques — shooting practical effects like papers scattering across the set and then reversing the footage to create a haunting, unnatural levitation effect.