Riot Games was about to launch their new live tournament, League of Legends: Soul Fighter Fight Night. For the competition, the internal creative team came up with a fake sports beverage that was sponsoring the event, Soul Juice. Riot Games wanted to make an accompanying commercial inspired by the 1990s to play during their live stream of the event.

Working closely with their internal team, I broke down exactly what it means to parody the 90s and the world of nuance that lives within that. The script I wrote was uniquely workshopped to sound like an advertisement but like a total moron wrote it. The video was so well received that #souljuice was a top trending hashtag on Twitter the next day.

When it comes to parody, I take it very seriously. An entire decade can't be broken down into a few lazy jokes. Included here is a portion of the deck I sent to Riot Games showing how much work I believe needs to go into properly parodying something.