Projects
2017 to 2022
TEAM LIQUID BRAND
Creative Director, Brand, Copy
Team Liquid's re-brand involved an over year long process to identify and set a standard for a new mission, values, and DEI initiatives that will take the organization into the next 20 years. The brand book and DEI programs are available internally and integrated. The brand book is internal, please check out teamliquid.com in the mean time.
LIQUID PLUS CREATIVE
Creative Director, Branding
To lock in an aesthetic style truly unique to Liquid, we deliver to the community high quality illustration to bring hype to their online experience. Liquid+ immerses fans deeper into the fandom with a specific art style that has Liquid's name on it.
TL JOURNEY
Creative Director, Branding, Writing
To begin expressing the Team Liquid world in an original IP, a small team went to task to build a foundation for further creative. In Journey, the League of Legends team faces challenges on their way to Worlds.
LIQUID PLUS
Branding, UX Copy, Launch Campaign, Feature Design
Liquid+ needed a voice that was separate from Team Liquid and a personality to go with it. In the trenches with devs, designers and QA, our team developed Liquid+ through beta and a successful launch. I was on building Quests and Experiences, brand, campaign strategy and copy on the site.
TEAM LIQUID LCS GENERATIONS
Creative Director, Copy
Alphari, Santorin, Jensen, Tactical and CoreJJ. Team Liquid's League team didn't have representation. A fresh art style and creative direction informs the hub and content for this season's stories.
CALL OF DUTY LEAGUE
Brand Guide, Copy, Trailer
Blizzard hired Virtue Worldwide to brand a new kind of esports league. But this was Call of Duty. We delivered a visually striated style of rupture-like breaks, aggressively rising together to become a new champions league. Creatives at Virtue delivered creative direction and branding and launch assets.
K/DA POP/STARS
SHORTY AWARD IN MARKETING
Lore, Character Development, Copy, Social
Bridging gameplay truths and existing fandoms of each champion with their alt-fantasy personas, K/DA's website showcases the pop stars as real world celebrities. As the writer, I interfaced with the music video team, navigated policy to create globally resonant and legal identities, and wrote copy throughout the campaign. Get to know them better. Be careful, Eve bites.
CLASH: LEAGUE OF LEGENDS TOURNAMENT MODE
Marquee, UX, Copy, Explainer, Social
Clash allows players of all skill levels to experience the competitive thrill of tournaments. The marquee spot captured the thrill and hype while the rest of the campaign focused on the complex landscape of tournament gaming.
CHAMPION SPOTLIGHTS
Gameplay, Comedy, Scriptwriting
These have been a League staple since the game began. Spotlights show players how to play a champion after they're released. The tone is casual and cheeky; always a pun time.
CHAMPION TRAILERS
Gameplay, Lore, VO, Scriptwriting
Here's where the team dives in to the lore and gameplay of a champion to deliver the fantasy to players.
HONOR IRL
Creative Lead, Writer
Creative directed and wrote three live action spots for League of Legends' product Honor. After pitching resonant influencers from esports pros to community cosplayers, my team filmed the spots across the world (Berlin, Korea, Los Angeles). These spots released during League of Legends Worlds 2017.
NARRATIVE
VO, Trailers
I write champion dialogue, quotes, VO, lore, and story. In Akali's rework, she was entirely overhauled. Narrative responsibilities included writing new in-game voice lines and a trailer script.
WEBSITES
Branding, Copy
Custom websites let players dive deep into new features or yearly products. For Year in Review, I pitched and wrote a community oriented one-liner for each champion. Sites: Clash, Honor, End of Season, Year in Review, and more.
EDITORIAL
Branding, Writing
I write the news posts ranging from editorial style pieces to branded marketing messaging, depending on product goals.
SPEAKING
Panels, Workshops, Keynote Speaker
For students interested in games to the community of games workers, I speak on panels or present talks on working in games, empowering women and minorities, and interactive storytelling workshops.
We the X-men: International Women's Day
Interactive Storytelling @ UCIesports
Virtual Careers panel @ UCR
Dell Girls in Gaming
WSJ Women in the Workplace