Welcome to Hell OOH
Our Welcome to Hell campaign launched alongside Diablo IV. The ominous billboards welcomed onlookers to Hell by signaling the official arrival of Lilith. Beginning with city-specific artwork in New York, Los Angeles, Toronto, and Miami, the campaign eventually expanded to major cities worldwide, amplifying the anticipation and excitement around Diablo IV’s release.
John Mueller | Nikki Scoggins | Michael Carrillo | Rachel Siteman | Daniela Rodriguez | Charie LeMasters | Randy Steingieser
Click the image below to watch a mockup of a transit billboard.
The Welcome to Hell billboards went viral when smoke from the Canadian wildfires turned the skies of New York into an apocalyptic orange haze. The unexpected combination created a lot of social media activity and notice from publications.
Creative Refresh
While the version above was the final direction, the concept below was my personal favorite and at one point was considered for a campaign refresh. I love the rapid fire edits, layered symbolism, and visuals.
