More than 8 years in the making, Diablo IV was one of the most anticipated game launches in 2023. We knew that there would be millions of people dying in the game on launch day, so we created a social-first campaign that honored the fallen as they deserved. Players submitted their most epic in-game deaths on 6.6.23 with #DiabloDeaths on social in exchange for a eulogy from Megan Fox.
Diablo IV quickly became the fasting selling Blizzard game of all time and one of the most successful game launches in history.
14.4M views on TikTok, 36M impressions across platforms, 400k engagement across all channels.
2024 Gold Clio Award
Role: Art Director | CD: Geoff Vreeken | CW: Caroline Johnson, Pete Fetterling | Director: Hal Kirkland, Unit9
In addition to our eulogy campaign, we also challenged Diablo’s most dedicated gamers by giving them a spot on a Lilith statue if they beat the game in hardcore mode. We built the statue and now more than 1,300 gamers names adorn the effigy on Blizzard’s campus in Irvine, CA.
