Diablo IV •
Diablo IV •
The Ask:
Diablo IV is launching in an overcrowded gaming market with hopes of becoming the biggest game of 2023. How can we generate buzz?
The Insight:
LGBTQ+ gamers are 29% more likely to play RPGs than the general population. Meanwhile, the drag community continues to be demonized to this day.
The Idea:
Produce a drag show that is 100% inspired by elements of Diablo IV, which puts the spotlight on the game’s best feature: character customization.
DRAG THRU HELL:
The Diablo IV Experience
The much-anticipated launch of Diablo IV is almost here. To make sure it becomes the most popular game of the year, we will launch it with the people who continue to be demonized by society and have seen hell on Earth: drag queens. DRAG THRU HELL is a drag show designed using Diablo IV–from the costumes to the set design to the music. Character customization is one of the buzzworthy new features in Diablo IV, so let’s harness the power of the OG character customizers (aka. drag queens) with a wicked show that brings the world of Diablo IV to life and anchors it as a must-play RPG.
the experience continues
beyond pride month
Diablo IV will partner with M.A.C. Beauty to create an exclusive makeup collection inspired by DRAG THRU HELL that’ll let anyone customize themselves IRL as they do in the game, further bringing the virtual experience into the real world. (I sense a second wave around Comic Con in October...)
