Diablo IV: Vessel Of Hatred Debuts Global 'Blood' Campaign


Blizzard has a new extension of its role-playing dungeon-crawling game. Fans are now welcome to experience the world of the Spiritborn with "Diablo IV: Vessel of Hatred."

To promote the new game, available on PlayStation 4 and 5, Xbox One, Xbox Series X and S and Windows, the company debuted a new campaign.

"Ballad of the Blood," created by 72andSunny, is a two-minute spot that lets viewers follow Nyrelle, the game’s protagonist, as she fights the influence of Mephisto, the Lord of Hatred. 

The campaign launched globally in 30 different markets, as well as EMEA, LATAM and APAC on premium streaming services, YouTube and Paid Social.

Director John Watts, who worked on the last two "Spider-Man" movies, shot the work in Thailand. Pop singer Camila Cabello lends her talents with a re-recording of “Behind Blue Eyes” to underscore the menace and conflict in the story.

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"We've been partners and fans of Diablo for a long time, and we always love the chance to pull the depth and detail out of its traditional overhead view and give it the full, cinematic treatment so fans can really soak it in," said Tim Wolfe, group creative director of 72andSunny.

The agency's client work also includes NFL, Barbie, Venmo and United Airlines.

A few weeks ago, Blizzard senior product manager Harrison Froeschke posted on LinkedIn that Diablo 4 has brought in more than $1 billion since it launched in June 2023.

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