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I wanna give you a big ol hug, Tummers! If you helped write anything for Spirit Blossom, you were fantastic, I’ve been digging it all! Thank you for bringing the lore to life!
Hey thanks! I didn't do much on this event tbh; the narrative team wrote all of the stories! I only touched a few little things on the copy side--and even then there was another main copywriter who handled the bulk!
But glad you're enjoying it! I'm still short 3 petals...
Haha, I know, right? Do you mean full petals or points till petal, because I know I got two full ones already and am gunning for a third!
Ah, ok, I gotcha. So that was more the narrative team’s work? What do you typically handle as a writer? Are you mostly doing copy work/legal stuff, or do you touch on some of the character stories/general lore?
Hey wow I just saw this and I'm bad at reddit.
I lead the creative copywriting team at Riot, so what we do is slightly different from narrative and also depends on campaign. So on a big, lore-heavy campaign, you see a lot of narrative work! Or like, for champion v/o and backstory.
For thematics, a lot of what you're seeing is copywriter stuff. We wrote the Odyssey cinematic, for example, and the PsyOps teaser, and made all the weird cryptic messages and missions for Dark Star Lux. We also do a lot of the champion teasers, all of the spotlights, etc. And, though sometimes I wish it weren't so, we write all the copy you see in our ever-increasingly-complicated client hubs (i like doing this but i can't keep the layout in my brain and need a producer to give me a visual guide).
It kinda just depends--the new Warriors animation was written by copy AND narrative together, and copywriters did the basic story ideation and outlines for the last two Worlds music videos. I worked on Senna and barely touched the teaser but did a lot of the stuff around it. A copywriter wrote the text inside the league music album. I think if you consider it "marketing content," which is what it is but also not how we think about it at all, you're seeing copy work. We also do a lot of the raw just executional copy at the end, like writing the TFT app store copy or giving things YouTube titles.
Oh, and we name a lot of stuff. Current claims to fame would be: Flex queue, clash, wild rift. lol.
Does that make sense? We basically go in on early ideation for every campaign (a campaign would be a thematic launch or champ launch or like...season start), and help build out the creative direction and tactics. Then we execute based on need, which can be anything from writing every bit of everything to just handling the more copy-centric player-facing stuff.
Hey wow I just saw this and I'm bad at reddit.
Haha, no worries! You’re plenty busy as is, I was content to wait for an answer to better understand your role, so thank you tons for this detailed explanation!
I lead the creative copywriting team at Riot, so what we do is slightly different from narrative and also depends on campaign. So on a big, lore-heavy campaign, you see a lot of narrative work! Or like, for champion v/o and backstory.
So I’m talking to the creative copywrite lead here? Wow, I’m flattered, I got a head honcho, haha!
For thematics, a lot of what you're seeing is copywriter stuff. We wrote the Odyssey cinematic, for example, and the PsyOps teaser, and made all the weird cryptic messages and missions for Dark Star Lux. We also do a lot of the champion teasers, all of the spotlights, etc. And, though sometimes I wish it weren't so, we write all the copy you see in our ever-increasingly-complicated client hubs (i like doing this but i can't keep the layout in my brain and need a producer to give me a visual guide).
Oh, the OdysseyTeam trailer was you? With Jinx running around introducing everyone? I loved that, it felt so Guardians of the Galaxy, haha! Oh, please tell me you guys wrote the Swain teaser, that one sent chills down my spine with the voice over, music, and narration. It was the perfect hype tool for one of my favorite champions.
I’m sure the hubs take forever, I couldn’t imagine keeping it all straight in my head.
It kinda just depends--the new Warriors animation was written by copy AND narrative together, and copywriters did the basic story ideation and outlines for the last two Worlds music videos.
Which was also fantastic. I loved seeing Cait and Vi finally working together as a team, then also seeing everyone’s demeanor changed as they got serious or cast off doubt to fight overwhelming odds. The World’s 2020 video was super hype and spoke directly to those of us who get frustrated with the climb, but never give up and come back for more. I’m sorry, I know I’m totally geeking out, I’m a huge lore nerd.
I worked on Senna and barely touched the teaser but did a lot of the stuff around it. A copywriter wrote the text inside the league music album. I think if you consider it "marketing content," which is what it is but also not how we think about it at all, you're seeing copy work. We also do a lot of the raw just executional copy at the end, like writing the TFT app store copy or giving things YouTube titles.
Ok, I think I get it, you have some creative input, but you do a lot of the presentation work, like titles, descriptive text, and creating hooks to nab our interest. We’re you involved in Samira’s recent teaser?
Oh, and we name a lot of stuff. Current claims to fame would be: Flex queue, clash, wild rift. lol.
I’m honestly super excited for Wild Rift. My IRL friend group is kinda split between PC and Xbox, so only some of us get to enjoy League together. With Wild Rift, I plan to drag them all into the rift at once, haha! Good going on the name still, it’s catchy!
Does that make sense? We basically go in on early ideation for every campaign (a campaign would be a thematic launch or champ launch or like...season start), and help build out the creative direction and tactics. Then we execute based on need, which can be anything from writing every bit of everything to just handling the more copy-centric player-facing stuff.
I’m pretty sure I understand as I mentioned above, but if I’m wrong, just let me know. It’s almost like a tightrope between the creative team and handling the front-facing details meant for the public.
I really do appreciate the walk through, and from one mega-fan face in the crowd, I want to thank you for the awesome job and help bringing the Runeterra universe to life for us, in so many ways! I know you can’t spoil much, but do we have another killer season start cinematic on the way? (Did you come up with a name for the League fighting game?! I promise I won’t tell!)
When we were in storyboards the Vi uppercut thing got me teary-eyed; will ALWAYS love that moment. And for writers there's no such thing as a head honcho; everything is super collaborative and feedback-driven and my input isn't any more important than anyone else's (which is good because i've been wrong a few times).
I think Swain was a narrative writer! GENERALLY speaking if it's raw canon it was likely narrative, whereas if it's a thematic (skins) it's copy. But not always. lol.
I can't spoil anything but I will say I'm excited for the future :)
We were involved in the Samira teaser, but the hero there is the gameplay capture artist--for a lot of gameplay-heavy stuff there is no writer but the person/people trying to capture the footage, or writers just give some feedback/thoughts on what they're already trying to accomplish.
Overall i think the thing to remember is Riot is very collaborative and everything you see is a BIG effort. Spirit Blossom took a year of effort and probably 200 people working on it in different ways, and every person adds their own bit of creativity to the mix. Even the smaller campaigns have a lot of feedback from multiple sources and need video, art, writing, brand, creative leads, comms, etc--and that's not even counting what it takes to, you know..MAKE the skin or the champion.