Brief: Create a launch campaign for Diablo 4 that breaks through culture.
"Give 'em hell".Gear for Hell
Throughout history, death has been seen as a journey through an underworld, and that objects buried with the deceased can assist them in the afterlife.
These items still exist in empty museums all over the world.
Objects that have been to hell and back.
In this campaign we invite players worldwide on a quest to gear up for the journey ahead. Telling a story of humanity’s caution for the afterlife together with struggling museums around the globe.
Before launch, players can prepare by going to museums and scanning selected items into the game, allowing them to equip and showcase their own unique heritage.
Humans across the world have always been preparing for the other side. For this quest, we learn from those who already crossed through, carrying a piece of them with us.
Diablo is calling. Gear for hell.
Copywriter
Adam Lundgren
Elias Karlsson
Art director
Christopher Runström
Designer
Erik Gomér
One Show Young Ones 2023