For the highly anticipated launch of Diablo IV, we were challenged with bringing Lilith, antagonist in the beloved video game series, to life. Using a combination of original design and existing assets the team created show-stopping murals to get the fans excited and the public talking.

Three hand-painted advertising murals saw Lilith summoned as each came to life across huge and unmissable sites, including the biggest wall in Europe. Lilith’s return was further enhanced with projection mapping at night, creating life-like flames. If it wasn’t clear that she was a demonic force to be reckoned with at first, there was little doubt the moment that night arrived.

The launch of Diablo IV's antagonist, Lilith, involved multiple creative outdoor techniques to create an immersive and show-stopping OOH experience.

Excited passersby shared photos of the work in progress hand-painted mural ahead of the launch, generating excitement as fans and passersby watched Lilith take form and tower above them.

To enhance the impact of the hand-painted murals, projection mapping brought Lilith to life at night, creating the illusion of her being engulfed by life-like flames.

Fans couldn’t get enough and were quick to share images of Lilith’s return across social media during and post-production as she loomed over unassuming city-dwellers in Berlin, Stockholm and on the largest mural site in Europe: a staggering 5,651 square ft in London.

The global campaign for Diablo IV contributed to the best launch in Blizzard’s history with $666 million* in revenue, equivalent to the biggest cinematic opening weeks of the year**. It has since become Blizzard Entertainment’s best-selling and most-played game with fans rejoicing at Lilith’s return.

The installations generated 11,899,118 in owned and earned social reach and 148,389 engagements***. PCGamesN reported that their social post about the mural was their highest performing post on Facebook to-date, contributing a staggering 132,500 organic engagement to the total.