With Aatrox of survey data showed that players really liked his theme of demon blade wielder, but really disliked his gameplay. He was like is the bottom 3 lowest scores of all Champions for gameplay. I wanted to try something with Aatrox based on that data, which was basically the "Start over" with his theme, since the theme was so liked while the gameplay was so disliked. The idea was to basically take his visual theme, and create a fully new kit that really delivered on that visual theme.
In the end that was extremely successful as he had one of the largest jumps in playrate of any VGU we have done, if you look at is historical average playrate pre and post VGU. Unfortunately, this upset not only mains for the Champions but a lot of the community that didn't even play him and created a mistrust for future VGUs, where players were afraid there Champ would change as much as Aatrox did.
Since we know from data that a majority of players play a Champ for visual theme, we felt that even though his kit changed a lot that having the kit truly deliver on the demon with a giant sword theme would outweigh the negatives of changing his kit so much. We were wrong, which led to burned trust with the community. So even though he was successful from a engagement perspective, we don't think doing VGUs like that in the future are worth burning community trust.
Had it gone positively with the community we would be looking to do more things like that to Champions like ASol, for example, who also has extremely high theme score but very low gameplay scores