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RIOT GAMES

Riot Games

Celebrating Runeterra
through Lore & Legends

I joined Riot Games as a Creative Director, leading the publishing campaign for Teamfight Tactics Set 16: Lore & Legends. Lore & Legends was one of TFT's most expansive sets, with 100 champions, a new Unlock system, and an entirely new Lorefinder experience. My role was to turn that complexity into a cohesive campaign that gave players multiple ways to discover the world: from cinematic storytelling and creator content to in-game experiences and live moments.



Role


CREATIVE DIRECTOR



Years


2025



IP


TEAMFIGHT TACTICS



FOCUS


VISUAL IDENTITY · PUBLISHING · CREATIVE

As Creative Director, I helped shape the campaign strategy and creative direction for Teamfight Tactics Set 16, working across concept development, production, publishing, and cross-functional reviews.Lore was the backbone to our set mechanic, our traits, and the all-new Lorefinder, which meant it was central to our publishing camapgin. I led creative decision-making for internal teams and external partners, translating a complex set of themes, beats, and player moments into one cohesive campaign.

THE ROLE

One Campaign.
A Lot of Moving
Pieces.

CAMPAIGN STRATEGY

Defining the creative approach, campaign priorities, and opportunities for the set.

CREATIVE DIRECTION

Setting creative direction and VisID across campaign concepts and ensuring work stayed aligned to the larger vision.

CONCEPT DEVELOPMENT

Developing and refining campaign ideas from early concepts through execution.

PRODUCTION

Driving creative work from brief through review, iteration, and final delivery.

CROSS-FUNCTIONAL LEADERSHIP

Aligning publishing, marketing, product, social, and other partners around campaign priorities.

EXTERNAL PARTNERS

Directing agencies, vendors, and external creative partners through development and delivery.

CREATIVE REVIEW

Leading critiques, approvals, and iteration across a large network of stakeholders.

LAUNCH & DELIVERY

Coordinating creative execution across the campaign ecosystem and launch timeline.

SELECT SET 16 TACTICS

All projects

A campaign built for players.

THE CAMPAIGN

From Set to Story.

A Teamfight Tactics set isn't just a collection of champions and cosmetics. It's a unique world, a player fantasy, a narrative, and a campaign expressed across dozens of creative touchpoints. It's a new game every time. Lore & Legends expanded that canvas to 100 champions and more than 500 voice lines, creating an enormous amount of story and player-facing content to connect across the campaign. As the campaign evolved, my role involved connecting those pieces into a cohesive creative and publishing strategy.

POST-LAUNCH

  • TFT Paris Open

  • Hannah Alexander Creator Art

  • Creator Reactions

  • OST Video

CREATIVE
CONCEPT

  • Visual Identity

  • Motion Kit

  • Branding/Logo

  • Key Art

  • Awareness/Interest/Engagement

  • Asset Guidelines & Execution

PLAYER
TOUCHPOINTS

  • "Still Legendary" Teaser at Tactition's Crown TFT Esports Event

  • "Still Legendary" Premiere at League of Legends Esports
    Worlds Event

  • Playtest

  • Creator/Influencer

  • Necrit Series

  • BoxBox Bootcamp

SET LAUNCH

  • Set 16 Launch Day Beats

  • Coordinated Asset Delivery

  • Channel Launches

  • Regional Rollout

CAMPAIGN
STRATEGY

  • Tactic Concepting

  • Tactic Rollout Strategy

  • TFT/Riot Quarter Beats

  • Cross-Team Coordination

  • Social Beats

  • Set Music & PR

CONTENT &
PRODUCTION

  • "Still Legendary" Cinematic

  • "Tyrant's Fall" Mini-Cinematic

  • "The Final Test" Mini-Cinematic

  • "The Lorefinder" Around Game Experience

  • DevDrop Teaser

  • DevDrop

  • LoreTalk

SET VISION

  • Set Concept Pitch & Approval

  • This is where I joined the campaign

THE EXPERIENCE

Celebrating Launch!

Campus visits!

The results speak for themselves

CREATIVE INNOVATION

  • The new around-game progression experience became a promising new way to reward players for exploration, with a follow-up experience already in development for the next set.

CONTENT PERFORMANCE

  • 77.5M+ YouTube views across campaign video assets with a record breaking Marquee cinematic

CAMPAIGN EFFICIENCY

  • Set 16's cinematic achieved a 33% lower cost per view (CPV) than the previous record

THE IMPACT

From campaign efficiency to audience response, the work delivered measurable results across content, launch, and player-facing experiences.

words from collaborators

Emily provided steady leadership, brought clarity in ambiguity, and kept the work moving forward.

JENNI WARSAW GROSSMAN
PRINCIPAL, CONTENT PRODUCER
RIOT GAMES

Her creative instincts, insight, and collaborative, hardworking attitude made her an invaluable teammate and the creative work she helped deliver was outstanding.

Bridget Carroll Brennan
HEAD OF CREATIVE PRODUCTION, TFT

RIOT GAMES

Though new to
the team, she hopped
in and became a creative representative for Runeterra as if she had always worked on it.

JEN TARVAN
SR. GLOBAL BRAND MANAGER

RIOT GAMES

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THE NEXT CHAPTER

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