Big dreams.

When we found out that we’d be releasing a music-based champion around the same time as the 2020 K/DA EP, we saw an opportunity: create an indie, bedroom artist, then watch as she grew into a global pop superstar.

The Seraphine campaign integrated copy, art, music, and more into a months-long journey. We initially did not point any official League accounts at Sera, instead allowing her to grow her following naturally (though an early discovery did cause the League community to catch on). By the end, she had hundreds of thousands of followers, millions of listens, and a fun journey players could always go back through from the start.

This one was the work of many, many people. My contribution was in story development, mapping out Seraphine’s arc and milestones alongside the parallel K/DA campaign, and broad copy stuff. However, writer Bethany Higa was the woman behind the keyboard bringing Seraphine to life; there’s absolutely no Sera without Bethany.

I’d love to talk about this one more, especially some of the very important lessons we learned along the way.