Hurrah opens production house led by former Louis Vuitton producer

Paris-based creative advertising agency Hurrah has launched its own production house, fronted by former Louis Vuitton producer Varick Loyer. has been founded in an effort to “elevate production standards for content in esports and gaming.” Launch
Photo credit: Hurrah

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Loyer is no stranger to the esports industry, having worked on the partnership between Riot Games and Louis Vuitton ahead of the League of Legends World Championship last year.

Mathieu Lacrouts, CEO of Hurrah Group, commented on the venture in a release: “Moving from one company to two after five years is crucial to continue to create the greatest branded content we can, for esports fans and gamers. With, we’re not only delivering top-notch content for’ clients, we also intend to pave the way for luxury-like standards in other esports and gaming content.”

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Hurrah has worked with numerous non-endemic brands including Domino’s Pizza, Coca-Cola, Nestlé, and Renault, as well as producing promotional material for esports tournament platform Mogul. will operate under Hurrah Group as an independent company from Hurrah.

Loyer spoke on his new venture: “Working on the League of Legends partnership between Louis Vuitton and Riot Games was a eureka moment for me. It opened my eyes to the value that experts from luxury and esports could bring to the table for mutual benefit. Now is the best time to bring mainstream advertising’s storytelling strengths into esports as entertainment standards rise. We want to make the kind of qualitative content we know fans want and deserve.”

Esports Insider says: Armed with previous experience in esports, the creation of the new studio has the potential to further elevate the already-high standards of content production in the industry. We’re excited to see what content is produced from the studio throughout the year.