Diablo IV Launch - Portals to Hell

For the launch of Diablo IV, I led the creative delivery of an integrated global campaign that brought Lilith — the game’s she-demon — out of the shadows and into the real world.

We unleashed anamorphic 3D billboards across Las Vegas, New York, and Seoul, opening “portals to hell” on some of the world’s largest screens. Where 3D DOOH wasn’t possible in Europe, we developed a creative workaround: hand-painted murals in London, Berlin, and Stockholm transformed through projection mapping and Unreal Engine–modelled anamorphic illusions. As darkness fell, buildings appeared to crack open as Lilith emerged — a spectacle that stunned onlookers and spread rapidly online.

Results:

💰 $666M in launch revenue (Blizzard’s biggest launch ever)

🎮 276M+ hours played within weeks

🌍 1.2BN+ global media impressions

📲 150M+ social views & shares

🚀 95% positive sentiment across launch coverage

The campaign proved how bold, integrated creativity — from 3D tech to hand-painted craft — can turn a game launch into a global cultural moment.