Ruination
As Senior Creative Advisor, I took on an interim creative leadership role for Wild Rift’s Ruination 2024 campaign, one of Riot Games’ largest cross-functional creative initiatives. The campaign required a unified creative direction across multiple mediums—cinematics, in-game experiences, publishing assets, and narrative extensions—demanding both strategic oversight and creative adaptability.
On the production side, I led and managed the overall creative vision, working closely with both internal teams and external studios to ensure consistency, quality, and emotional resonance across every touchpoint. I directed the creative and art development for several deliverables, including cinematics, motion comics, and in-game events such as limited-time modes and gameplay experiences tied to the campaign narrative. Each asset had to work in concert, contributing to a cohesive story world that captured the mythic scale of the Ruination universe.
Beyond content creation, I partnered closely with the publishing team to maintain creative alignment across all campaign expressions—from key visuals and social content to live ops and player-facing communications. This required balancing the integrity of Riot’s brand with the specific sensibilities of the Wild Rift audience, ensuring that creative outputs remained globally resonant while locally relevant.
As a key stakeholder and IP guardian, I provided ongoing guidance on the correct use of Riot’s intellectual property. I helped teams navigate creative decisions tied to lore, tone, and character integrity, ensuring the campaign honored the larger League of Legends universe while evolving it for Wild Rift’s distinct identity.
At the heart of this role was establishing and maintaining a strong creative ecosystem—one where artists, writers, producers, and marketers could collaborate fluidly under a shared vision. I was responsible for building this connective tissue: shaping early campaign concepts, aligning cross-discipline teams on thematic goals, and reinforcing quality standards throughout execution.
The result was a campaign that not only delivered visual and emotional impact, but also reflected a deep respect for the player community and the narrative heritage of Riot’s world. Acting as an interim creative lead allowed me to stretch beyond advisory functions—to drive creative alignment, motivate diverse teams, and anchor a complex, multi-channel storytelling effort under a unified artistic vision.