A copper-colored banner with the text 'ONE SHOW' in capital letters.

Drag Thru Hell puts Diablo IV character customization in the hands of the original character customizers: drag queens.

Drag Thru Hell

Drag Thru Hell invites Diablo IV players to be unapologetically themselves in and out of the game. Set in Sanctuary’s dark fantasy, slaying demons has never looked this fierce. With deep character customization, players can push identity and style, then bring that energy into the real world through partners and creator remixes. This page shows speculative creative that imagines the campaign moving from teasers to street, social, and culture while staying true to Diablo’s core.

Disclosure: This page shows speculative creative and is not affiliated with Blizzard Entertainment.

Diablo IV video game logo with red and white text on a black background.

Diablo IV video game logo with red and white text on a black background.

Group of fantasy warriors gathered around a campfire at night, with a dark forest and mountains in the background. They wear armor and clothing with tribal and medieval influences, with one character holding fire in her hands and another wearing a ho

Group of fantasy warriors gathered around a campfire at night, with a dark forest and mountains in the background. They wear armor and clothing with tribal and medieval influences, with one character holding fire in her hands and another wearing a horned animal skull.

A person jumping in the air at a crowded indoor event or convention, surrounded by people watching and taking pictures.

A person jumping in the air at a crowded indoor event or convention, surrounded by people watching and taking pictures.

A poster advertising the Diablo IV video game. The poster features a red and black color scheme with a demon figure with bat-like wings and horns. It includes information about the game release date in Los Angeles on June 2, 2023, and details about pre-ordering for early access starting June 6, 2023.
A performer standing on stage with dramatic red lighting, fog effects, and an elaborate backdrop depicting a demonic character with horns, wings, and a fierce expression.

A performer standing on stage with dramatic red lighting, fog effects, and an elaborate backdrop depicting a demonic character with horns, wings, and a fierce expression.

Black square with a gray border at the bottom

Black square with a gray border at the bottom

Person dressed as a mythical or fantasy character with large horned headdress, elaborate armor, dark makeup, and black nail polish, taking a selfie in a mirror.

Person dressed as a mythical or fantasy character with large horned headdress, elaborate armor, dark makeup, and black nail polish, taking a selfie in a mirror.

Bus stop advertisement for the Diablo experience event, featuring a red background with a dragon-like creature with wings, scheduled for June 2, 2023, in Los Angeles.
A bronze-colored award trophy with the words "ONE SHOW" engraved on it, featuring a sleek, geometric design.

Art Director & Graphic Designer: Genaldri Tjahjadi, Jaymie Lunt

Copywriter: Hanako Suzuki

Creative Director: Nancy Tag, Gerardo Blumenkrautz

Client: Blizzard Entertainment (Diablo IV) (spec)

Recognition: The One Show Young Ones 2023, Bronze Pencil, Experiential; Merit, Integrated Campaign

Program: City College of New York’s Branding and Integrated Communications (BIC) master’s program