Diablo 4
-2023
Create a standout idea for the Diablo IV launch campaign/activation that breaks through culture, exciting both non-players and seasoned adventurers, while reestablishing Diablo’s position as one of the greatest gaming franchises of all time.
The Ask
The last Diablo console game release was 10 years ago. This has fans on the edge of their seat for Diablo 4 but with push backs, the fans are constantly disappointed.
Opportunity
MADE BY DEMONS - The campaign will flip the viewpoint of the Diablo demons and the human audience—because the demons also have waited for the release for over 10 years. They start to seep through the real world hacking our devices and controlling our minds.
Solution
Afshin Esmaeili
April Liu
Ace Meng
Sarah Monick
Yula Ryoo
Evens Xia
Ella Zhu
Team
Campaign Timeline
Release fake news articles and conspiracy theory posts to create suspicion around the game.
Declaration of war by the demons posted on social media.
Demons invade the digital world: Spotify and YouTube ads, Hacking Twitch streamers.
INTRODUCTION AND SUSPICION
Phase 1
Phase 2
AUDIENCE BRINGS HELL TO OUR WORLD
Weather Channel and Google Maps UI redesign: Demons start to invade the physical world.
Interactive projection pop ups.
AR filter that reveals demons breaking billboard ads of other brands.
Subway takeover using tunnel frame by frame animation.
Phase 3
Lilith AR filter planted in the city.
3D Billboard at Times Square breaking revealing Mother Lilith.
