Why does Riot like to use whispy-looking magic in their animations?

It's a thing I've noticed over the past three years or so. Riot's animations, whether in cinematics, in-game, in-client, or the login screens, their visualization of magic/energy is intriguing to me. It appears as whispy and colorful sand-like particles that flow around in streams and sparkle.

Example: https://www.youtube.com/watch?v=D1C8SCO2RG4

See the whispy sand?

It's a nice art style, and I really like it. It's actually influenced the way magic works and looks in a book I recently published (not trying to advertise, just making connections). I like the originality of it (of what I know, at least. Never seen anyone else use a similar style).

But what I'm trying to get at here is why use this style? Is it original by Riot? Who came up with it? What does it symbolize that most magic appears in this way? Do you want to say anything, Riot?

What do you think, summoners?

Cool Beans,

Legend1060