What’s higher than the top?

K/DA is Riot Games’ flagship music group, featuring League champions in an alt-universe fantasy as global pop royalty. In 2020, our team designed a fully fleshed-out comeback for K/DA, complete with their own EP and music videos worthy of a real-world pop sensation.

As lead writer on the K/DA ALL OUT campaign, I helped our creative director find K/DA’s voice, established our tone, mapped our creative journey, and executed player-facing copy.

I contributed:

• Character profiles and reimagined voice pillars for each member

• Player-facing copy for web, print, social, and more

• Creative input on K/DA’s official music videos (MORE, THE BADDEST, I’LL SHOW YOU, and VILLAIN) and the webcomic (K/DA Harmonies)

• Branding and copy for K/DA’s official social media presence and 2 character-driven social campaigns (Where We’ve Been and #MORE)

• Written interviews with K/DA members in real-life publications (Hypebae, DAZED, Korea Herald)