Diablo iv SlayPals
Diablo iv SlayPals
Diablo iv SlayPals
Year
Year
2024
2024
Client
Client
Blizzard Entertainment
Blizzard Entertainment
Agency
Agency
The Many
The Many
Industry
Industry
Entertainment & Gaming
Entertainment & Gaming
(01)
PROJECT OVERVIEW
To promote the Diablo IV: Vessel of Hatred expansion, Blizzard introduced four new mercenary characters and challenged us to make their arrival impossible to ignore. The campaign reimagined these mercenaries as “SlayPals,” twisted collectible dolls inspired by nostalgic 80s and 90s children’s toys. A parody commercial, original jingle, social content, and merch brought the concept to life by colliding toy-aisle innocence with Diablo’s dark, demonic world.
On the agency side, I worked closely with the art director and design director to create graphics and motion assets across the hero video and supporting campaign materials. My focus was on helping define a visual language that balanced playful nostalgia with just enough blood and menace to feel unmistakably Diablo.
To promote the Diablo IV: Vessel of Hatred expansion, Blizzard introduced four new mercenary characters and challenged us to make their arrival impossible to ignore. The campaign reimagined these mercenaries as “SlayPals,” twisted collectible dolls inspired by nostalgic 80s and 90s children’s toys. A parody commercial, original jingle, social content, and merch brought the concept to life by colliding toy-aisle innocence with Diablo’s dark, demonic world.
On the agency side, I worked closely with the art director and design director to create graphics and motion assets across the hero video and supporting campaign materials. My focus was on helping define a visual language that balanced playful nostalgia with just enough blood and menace to feel unmistakably Diablo.
(02)
LOGO DESIGN
One of my primary contributions was designing the SlayPals logo, which became a core visual identifier for the campaign. The biggest challenge was reconciling two opposing aesthetics: retro toy branding that feels friendly and collectible, and Diablo’s universe of demons, gore, and chaos.
The logo design process started with sketches exploring exaggerated, toy-inspired letterforms while keeping blood motifs front and center. The final mark uses soft, rounded shapes to echo classic children’s toy logos, contrasted with dripping blood to anchor it firmly in Diablo’s world. I delivered both horizontal and vertical logo variations for use across video, social, and merchandise.
One of my primary contributions was designing the SlayPals logo, which became a core visual identifier for the campaign. The biggest challenge was reconciling two opposing aesthetics: retro toy branding that feels friendly and collectible, and Diablo’s universe of demons, gore, and chaos.
The logo design process started with sketches exploring exaggerated, toy-inspired letterforms while keeping blood motifs front and center. The final mark uses soft, rounded shapes to echo classic children’s toy logos, contrasted with dripping blood to anchor it firmly in Diablo’s world. I delivered both horizontal and vertical logo variations for use across video, social, and merchandise.
A custom “registered mark” detail designed to resemble a standard ® symbol, but actually rendered as a satanic demon star as a hidden, tongue-in-cheek Easter egg
A custom “registered mark” detail designed to resemble a standard ® symbol, but actually rendered as a satanic demon star as a hidden, tongue-in-cheek Easter egg
A custom “registered mark” detail designed to resemble a standard ® symbol, but actually rendered as a satanic demon star as a hidden, tongue-in-cheek Easter egg
(03)
HERO END CARD
For the campaign’s hero commercial, I designed the end card, drawing inspiration from the simple product-focused layouts of classic toy advertisements. The composition highlights a single SlayPals doll alongside the SlayPals and Diablo IV logos with minimal legal copy.
To reinforce the nostalgic reference, the end card was designed in a 4:3 aspect ratio, intentionally mimicking the format of older television commercials rather than today’s standard widescreen formats.
For the campaign’s hero commercial, I designed the end card, drawing inspiration from the simple product-focused layouts of classic toy advertisements. The composition highlights a single SlayPals doll alongside the SlayPals and Diablo IV logos with minimal legal copy.
To reinforce the nostalgic reference, the end card was designed in a 4:3 aspect ratio, intentionally mimicking the format of older television commercials rather than today’s standard widescreen formats.
(04)
SING-A-LONG
I created the motion typography and lyric animations for the SlayPals sing-along video, which paired the campaign jingle with Diablo IV gameplay footage. The design references classic VHS-era sing-along videos with on-screen lyrics timed to the music and a bouncing red sing-along ball guiding viewers through the song.
To bring the format back into Diablo’s darker tone, the typography gradually turns red and begins dripping blood, blending playful nostalgia with horror elements.
I created the motion typography and lyric animations for the SlayPals sing-along video, which paired the campaign jingle with Diablo IV gameplay footage. The design references classic VHS-era sing-along videos with on-screen lyrics timed to the music and a bouncing red sing-along ball guiding viewers through the song.
To bring the format back into Diablo’s darker tone, the typography gradually turns red and begins dripping blood, blending playful nostalgia with horror elements.
(05)
SOCIAL TEASER
I created a social teaser video to promote the launch of the hero commercial. The concept features a retro television in a dark hallway playing distorted clips from the SlayPals ad, giving viewers brief, glitchy glimpses of the campaign before the full reveal.
For this asset, I handled the video editing, visual distortion effects, and sound design, creating a suspenseful tone while maintaining the retro broadcast aesthetic of the campaign.
I created a social teaser video to promote the launch of the hero commercial. The concept features a retro television in a dark hallway playing distorted clips from the SlayPals ad, giving viewers brief, glitchy glimpses of the campaign before the full reveal.
For this asset, I handled the video editing, visual distortion effects, and sound design, creating a suspenseful tone while maintaining the retro broadcast aesthetic of the campaign.
(06)
PHOTO RETOUCHING
I also handled photo retouching for the four main SlayPals doll images used throughout the campaign. Starting from the raw photography, I refined the images through extensive cleanup, texture enhancement, and color adjustments.
The goal was to maintain the tactile, toy-like quality of the dolls while ensuring they appeared polished and consistent across campaign assets and merchandise.
I also handled photo retouching for the four main SlayPals doll images used throughout the campaign. Starting from the raw photography, I refined the images through extensive cleanup, texture enhancement, and color adjustments.
The goal was to maintain the tactile, toy-like quality of the dolls while ensuring they appeared polished and consistent across campaign assets and merchandise.
PROJECTS
