Diablo IV: Season 1 – The Malignance

As part of the launch strategy for Diablo IV: Season 1 – The Malignance, I spearheaded a high-impact, multi-tiered social media takeover across Activision’s Diablo IV channels in the UK, France, and Germany. My role was to craft immersive and interactive experiences that would captivate the community, build anticipation, and deepen engagement ahead of the season’s release.

Leveraging Spark AR, I designed and developed a series of Instagram AR filters, transforming limited pre-release art direction into engaging digital experiences that brought the world of Diablo IV to life. These filters were designed to enhance fan participation and align with the game’s sinister, dark fantasy aesthetic:

"Reveal Your Prophecy" – A mystical filter that randomly generates a player's in-game prophecy, adding an element of fate and suspense.
"Malignant Transformation" – A face-morphing effect that visualizes the player's infection by the Malignant forces, embodying the game’s central antagonist and its corrupting influence.
(Unreleased) Malignant Mini-Game – A prototype interactive AR experience where players navigate a treacherous battlefield, dodging enemies and collecting Malignant Hearts to achieve a high score.

These AR experiences not only amplified the excitement surrounding the season’s launch but also showcased the potential of interactive content in engaging modern gaming audiences. By seamlessly blending cutting-edge AR technology with Diablo IV’s immersive lore, the campaign provided fans with a unique way to connect with the game beyond traditional trailers and static content.