Unboxing Hell
Client
Activision Blizzard
Type of Work
Design
Social
Film
The Diablo franchise is a popular action role-playing desktop game, but when fans found out that Activision Blizzard was launching Diablo Immortal as a mobile game, they feared it would be a reduced version of what they loved.
But we convinced them that the same hell they loved has returned, by making their beloved creators cry.
Unboxing Hell – An unboxing so hardcore it made gamers cry.
Markets
Singapore, Philippines, Taiwan
Hell Noodles
We turned Asia's favourite game night food – cup noodles, into Diablo Immortal's Hell Noodles.
Hell Noodle Challenge
Streamers had to finish our Hell Level Spicy Noodles for the right to unbox the game. What followed was tears, encouragement, and the realisation that the hell they love was back.
Pre-Launch Films
By tapping into nostalgia with the iconic the Barbarian Whirlwind move, we created localised 'The Hell We Love Returns' films for loyal fans. KOLs then shared it with their audience to bring in new fans and to get loyal ones excited before the beta gameplay and Hell Challenge.