Drag Thru Hell
Creative strategy, concept development, campaign direction, cultural insight, art direction, visual storytelling, digital production, event ideation, cross platform activation, queer representation, audience engagement, and platform strategy across gaming, social, and experiential.
Creative strategy, concept development, campaign direction, cultural insight, art direction, visual storytelling, digital production, event ideation, cross platform activation, queer representation, audience engagement, and platform strategy across gaming, social, and experiential.
Client: Activision Blizzard (The Young Ones 2023 brief)
Art Director: Genaldri Tjahjadi, Jaymie Lunt
Copywriter: Hanako Suzuki
Creative Director: Aste Gutierrez
Drag Thru Hell asked a simple question with bold implications: What if drag became resistance in gaming culture? In a world where queer identity is under fire, this campaign transformed Diablo IV into a stage for defiant self-expression—fusing fantasy and performance to celebrate drag as power.
Set against a gothic horror backdrop, queens became warriors of liberation, clad in bold costuming, neon red lighting, and fire-drenched visuals. From Twitch streams to Instagram reels and Spotify playlists, every channel embraced spectacle and invited players to drag themselves through hell and come out stronger.
The Young Ones
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2023
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Bronze Pencil, Experiential Campaign
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Merit, Integrated Campaign
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The Young Ones ✱ 2023 ✱ Bronze Pencil, Experiential Campaign ✱ Merit, Integrated Campaign ✱
Though conceptual, the campaign was recognized for its bold cultural vision and narrative impact, earning Bronze and Merit distinctions at The One Club’s Young Ones competition in both the Experiential and Integrated Campaign categories. The work positioned Diablo IV as a game that doesn’t just allow for self-expression but actively celebrates it. It also opened up a blueprint for how gaming brands can embrace queer storytelling not as side content, but as center stage. Bold, unfiltered, and unforgettable—just like the queens who brought it to life.