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.
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.
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.
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.
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.
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.
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