Social & AR Launch Activation (UK, FR, DE)

For the launch of Diablo IV: Season 1 – The Malignance, I led a multi-market social takeover across Activision’s Diablo IV channels, delivering immersive AR experiences designed to drive hype, participation, and community engagement ahead of release.

Using Spark AR, I transformed limited pre-launch assets into high-impact Instagram experiences rooted in Diablo IV’s dark fantasy lore:

• Reveal Your Prophecy — A mystical filter generating randomized in-game prophecies, tapping into themes of fate and anticipation.

• Malignant Transformation — A face-morphing effect that infects players with the Malignant corruption at the heart of the season.

• Malignant Mini-Game (Prototype) — An unreleased interactive AR concept where players dodge enemies and collect Malignant Hearts to chase a high score.

The activation showcased how AR-first social content can extend a game launch beyond trailers, turning fans into active participants. By blending cutting-edge AR with Diablo IV’s world and tone, the campaign created a deeper, more personal connection between players and the franchise.