DIABLO VESSELS OF HATRED - BALLAD OF BLOOD
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Through campaigns like Cathedral of Diablo and a music video with Halsey, we helped make Diablo IV the largest game in Blizzard history in 2023. But as fresh in-game content dwindled, so did the playerbase, leaving us with the business imperative of attracting 7 million lapsed players with 2024’s Vessels of Hatred expansion launch. Driven by the insight that our audience is motivated by word-of-mouth hype and sentiment around the game’s narrative, we created a world-building entertainment piece made specifically for YouTube — which we know they frequent for game-related content and reviews — rather than going the traditional ad route. We partnered with Spiderman film director John Watts to create a cinematic film and pop musician Camila Cabello to score the piece with a haunting rendition of The Who’s “Behind Blue Eyes” that gave our film narrative spin and message.
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Role: Group Brand Director
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