Teamfight Tactics

As the lead marketing writer on Teamfight Tactics (TFT), I supported the game’s global marketing campaigns from early ideation to final execution. Over the course of my two years on the team, the game grew from a scrappy autobattler to the biggest strategy game in the world. As our audience grew, so did the scope of our marketing initiatives. I worked with the brand and creative leads to develop the game’s voice, storytelling principles, lore documentation, and writing style, and onboarded and served as the advisor to a small team of writers designed to support the game’s smaller marketing campaigns and evergreen content pipelines.

Narrative

I worked with brand and creative leads, game designers, and regional teams to script marquee cinematics, visual novels, and other short-form narrative content. As a strategy game, TFT didn’t offer a ton of opportunities for in-game storytelling. Instead, we brought its world and characters to life through marketing and social activations. To support these efforts, I created documentation for TFT’s tone of voice, writing style, and universe to be used by writers and non-writers alike. I also instituted processes to ensure these resources stayed functional and up-to-date long after I left the team. This format and process became the blueprint for how several other Riot Games titles document their lore.

Copywriting

I wrote copy for all of TFT’s player-facing channels, including (but not limited to) website, email, ASO, UA, and in-client copy. As writing lead, I helped develop the game’s core branding and creative identity. I was also responsible for the quality and delivery of any copy provided by other writers on the game. To support these writers, I instituted frequent workshares and check-ins, offered copyediting support, and regularly requested their feedback on how I could be a better advisor.

Social

I supported TFT’s social media team by generating creative concepts for campaigns and writing copy for them. Some of my favorite and most engaging posts included TFT trivia challenges, personality quizzes, choose-your-own-adventure Twitter threads, and an ARG-inspired channel takeover. As a former social media manager at an esports events company (and as someone who spends way too much time on TikTok), social is a space I can quickly and comfortably jump into whenever needed.