![[juh-NAHL-dree]](http://images.squarespace-cdn.com/content/v1/646d0e214082a74c8b3b85bd/cd96376f-2826-48a8-ba61-f47bf6403235/Favicon+Plain%404x.png?format=1500w)
Diablo IV’s character customization deserves the ultimate character creators: drag queens.
Diablo IV introduced one of the deepest character customization systems in the franchise, giving players unprecedented freedom to shape how their heroes look and feel. Drag Thru Hell highlights that feature by putting it in the hands of the original masters of character creation: drag queens. Through makeup, costume, and performance, drag artists bring Diablo’s character creator to life beyond the screen. Each queen designs and debuts their own Diablo inspired character, turning the game’s customization feature into a cultural spectacle across social, street, and gaming communities.
The project was recognized at The One Show Young Ones 2023 with a Bronze Pencil in Experiential and a Merit in Integrated Campaign.
Disclosure: This page shows speculative creative and is not affiliated with Blizzard Entertainment.
Drag Thru Hell
Drag Thru Hell campaign identity.
Diablo IV introduces deep character customization, giving players unprecedented control over their heroes.
Fans already bring Diablo characters to life through cosplay. Drag Thru Hell takes that idea even further.
Drag performers debut Diablo inspired characters live on stage.
Brand collaborations with Diablo IV invite fans to recreate demonic glam through limited edition merchandise and retail pop ups.
Creators share their Diablo characters across social platforms.
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