Diablo

Role: Lead Art Director · Originator of the central campaign idea
Recognition: Gold ADDY · AAF Atlanta · 2024
Focus: Campaign strategy · Art direction · Integrated creative development

The Challenge

Anticipation for Diablo IV created an opportunity to connect with an audience familiar with the franchise’s world and characters. The creative challenge was to acknowledge that anticipation through an idea capable of sustaining a campaign across multiple channels.

My Role & Strategic Response

I pitched “The Monsters Are Waiting” and led art direction, working with John, Evans, Sarah, Yula, April, and Folabomi.

My strategic response was to reverse the audience’s perspective: the players were waiting, but so were the monsters. That reversal turned a release interval into a narrative with characters, tension, and dark humor.

Design Resolution

I guided a creative direction combining gothic atmosphere with the impatience of restless creatures. Proposed AR experiences, tunnel billboards, podcast interruptions, and digital activations each brought the narrative into a different setting.

The campaign’s consistency came from the idea itself. Every execution offered another expression of monsters ready for the players’ return.

Outcome

The campaign received a Gold ADDY at AAF Atlanta in 2024. It demonstrates my ability to originate a strategic creative idea, establish its visual direction, and lead its development across a collaborative team and multiple formats.