juliworks

Category: League of Legends

  • League of Legends Champions

    League of Legends Champions

    Your newest legends.

    Adding a new champion to League of Legends is a huge moment. The work varies from campaign to campaign, but usually includes video scripts, social copy, and reviewing a lot of stuff with a lot of people.

    As lead writer on three champion launch campaigns, I wrote…

    • The Milio Champion Trailer script.
    • The scripts for the Milio, Nilah, and K’Sante Champion Spotlights.
    • The social copy pictured below. 
    • The creative platforms for the Milio and K’Sante campaigns, in partnership with League creative directors Chesney Lattuga and Elie Fielding.

    Launch dates: March 22, 2023 (Milio) / July 13, 2022 (Nilah) / November 3, 2022 (K’Sante)

  • HEARTSTEEL

    HEARTSTEEL

    Meet the band.

    HEARTSTEEL is a six-member boy band, featuring League of Legends champions as international pop stars. My team crafted their month-long journey to a live performance at the 2023 League of Legends World Championship. The band’s “PARANOIA” music video debuted to 5.9M views and 3.3M streams in its first 24 hours.

    Defining these characters was incredibly challenging at times, and I’m very proud of how we brought them to life. It was so special to see the love that players poured into HEARTSTEEL; the fanart, hundreds of thousands of Twitter replies, and the person who listened to PARANOIA 7,000 times in one month made this campaign an unforgettable experience.

    As lead writer on the HEARTSTEEL campaign, I helped define the band’s identity, established their voice and tone, and wrote every piece of copy, including:

    • Voice pillars for HEARTSTEEL’s social media activity, outlining their online personas as individuals and as a group.
    • Written interviews with HEARTSTEEL members for GQ Korea and NYLON China.
    • Social copy for all the HEARTSTEEL teasers and in-game content announcements.
    • Review for hundreds of tweets (managed by the incredible Riot Games social team + our vendors at AndCompany) as part of the band’s @RiotGamesMusic takeover, replying to players in-character over two weeks.
    • Fun facts for a gameplay trailer.
    • All the small stuff: a physical letter from the band, a Spotify bio and playlist descriptions, and in-game icon descriptions.

    Launch date: October 12, 2023