Love, Sera
In 2020, a new musical champion—Seraphine—was set to release around the same time League’s virtual pop group K/DA was slated for a comeback. Our team decided to create a companion music campaign where Seraphine would debut with K/DA, in the real world.
The idea? We’d create a social media presence where fans could get to know Seraphine and watch her journey from bedroom artist to pop star. As she grew in confidence, fans could celebrate with her, culminating in an unforgettable performance alongside K/DA.
I was the lead writer on Seraphine, and I assisted with creative direction, production, visual design, narrative design, and social strategy. With the collective efforts of our team, we brought the dreams of a virtual girl to life.
I was responsible for:
Creating the “voice” of Seraphine and drafting an overarching story outline
Weaving narrative beats into marketing strategy to form a comprehensive journey
Collaborating with artists, game designers, and musicians to establish her creative identity
Writing all copy posts and advising on multimedia content
Engaging with players on social media and crafting a real-time, emergent narrative
Spearheading a Chinese-American diaspora focus group to inform her bilingual cultural background
The results
Fans organically discovered Seraphine’s account and joined her journey along the way. At her peak, Seraphine earned 600,000+ followers on Twitter and Instagram—without any external promotion.
Seraphine won a 2021 Webby award for “Best Influencer” and currently has over 50 million listens across her singles on Spotify.
Her K/DA skin remains one of the highest-performing League skins to date.
The impact
This social campaign was experimental and came with unforeseen challenges, particularly focused on expectation setting, PR, and the virtual relationship between fans and celebrities. I’d be happy to talk more about the valuable lessons we learned.
My personal goal for this project was to speak directly to the experience of often-underrepresented groups in gaming, including women, LGBTQ+ folk, and the second-generation Asian diaspora. Many of my own experiences informed her story.
With Seraphine, we sought to create a hopeful character whose power came from empathy, kindness, and solidarity with others. We were proud to empower a community of passionate fans, budding artists, and anyone who resonated with her.
