I had the immense privilege of helping define the brand voice and marketing for the first new Riot game in a decade, providing copy & creative for the official launch and beyond.

As Senior Writer and sole copywriter on the team, I wrote virtually all copy for all publishing / marketing material on social media, the app store, the website, and paid media, as well as a variety of CRM communications. I worked closely with the Creative and Brand Directors to align strategy, develop creative, and analyze asset performance across multiple campaigns, beginning with the initial reveal & beta and continuing through launch & the first two expansions.

In addition to contributing to cross-disciplinary product teams for Legends of Runeterra, during this time I also provided craft leadership as part of Riot's Writing Community of Practice, defining the standards by which we evaluated performance and mentoring junior writers/creatives.

Those writers and I supported brand strategists and creative directors in defining (and distinguishing) not only the voice of Legends of Runeterra, but the other upcoming games in Riot’s League of Legends IP: Teamfight Tactics and Wild Rift.