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Creative Services Producer - Diablo IV

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As the Creative Services producer for Diablo IV social, I was in charge of a small design team and worked hand-in-hand with the creative lead to brainstorm, pitch, schedule, and create content to support all Diablo IV and Diablo IV: Vessel of Hatred. This primarily involved the following, but not limited to:

Scheduling projects and hours for designers
Collecting accurate information and relaying it to designers and copywriters
Ensuring stakeholder approval for assets
Managing and delivering project assets to our Content Operations team to post on our global social channels
Delivering project assets and copy to our Regional Social Leads with enough lead time for localization
Working with and tracking assets built by other teams to be posted on the global social channels
Improving project workflows to reduce time spent on assets
Ideated new seasonal content

Earth Day 2024

Initial Call to Action

We starting our activation at 6AM PT so fans around the globe could participate.

Milestone post

One of the 8 milestone posts we made to keep the community updated, featuring one of the disgruntled birds experiencing a bad hair day that Tiggywinkles was caring for.

It all started with the question: How would Diablo IV celebrate Earth Day 2024? As it turns out, it was by finding the wildlife hospital in the UK, Tiggywinkles, that cared for sick and injured animals.

On Tiggywinkle's website, we noticed you could buy a bucket of maggots to feed their birds. And thankfully for the Diablo IV team, Duriel is the Maggot King. It was a match made in Hell.

We quickly got approval and funding for this activation and set about preparing for Earth Day 2024. Our goal was to donate 666 buckets of maggots, as only the Lord of Hell would deem the perfect amount.

The community quickly surpassed our goals and we easily hit our goal of donating all 666 buckets of maggots to the lovable birds of Tiggywinkles; our donation of 666 buckets of maggots kept Tiggywinkles birds fed for a full year.

Chocolate Hearts - Valentine's Day 2025

We sent out chocolate hearts made by the Edible Museum to key influencers and edited their reactions together in a fun Valentine's Day Activation. Working with our influencer team was key to our success for this activation.

Influencer Gift

The Chocolate hearts were made of milk chocolate by the Edible Museum and sent to Europe and to North America for distribution. Realism was key, as it fits the Diablo brand and eating a heart was a direct callback to a Vessel of Hatred story beat. Each package also included a small Valentine's Day Poem.

Mother's Day 2025

We teamed up with Cantrip Candles to make 2 diabolically smelling candles that fans of Diablo would have a random chance to get. Once you signed up it was up to Lilith to decide if you were blessed or suffered her wrath.

Influencer Reactions

As part of the collaboration we sent out both candles to select influencers and asked them to record and publish their reactions to each.

Vessel of Hatred Expansion

The New Expansion launched on October 7th, 2024 with great reviews. As part of the launch process, the social team played a crucial role in disseminating key information about the expansion features, the new gameplay season launching concurrently, and what players needed to know about the state of the game splitting into two separate states; expansion and base game. The marketing campaign for Vessel of Hatred launched in multiple stages:

June Pet Week
July Spiritborn Class Reveal
Gamescon Mercenary Reveal
Launch Week -1 to +1

We celebrated pets coming to Diablo IV with classic pet-related memes.

Wings were a critical part of the pre-order push for Vessel of Hatred

The new Spiritborn class featured 4 unique animal fighting styles that we created short videos to show off upon the classes announcement

Seasonal Content

Seasonal content is critical for Diablo IV as it is a live service game built on 3-month cycles. Social content plays a crucial role in delivering new season information to core, lapsed, and new players in easily digestible and discoverable formats across our various platforms. In addition, the social team bridged the content gaps with more evergreen content once the seasons were at their mid-point to continue engaging with the community.

DIA_D4_S6_WoW_Anniversary_TW_FB_enus_1920x1080_40s_JS01_v5.mp4

We made this video featuring the World of Warcraft skin crossover that came to Diablo IV. This was the first IP crossover for the game and this video ranked among the top posts for the year with over 1 million Twitter impressions.

Season Summary Graphic

One of our most difficult, but useful, assets to make every season. Our goal was to break down the season into easily digestible snippets that told our audience what to expect with the new season in a social-first format.

We also created a carousel version for Instagram.

Season of Witchcraft was about witches and the powers they could grant you to fight the hordes of demons. It made sense to introduce our players to new mechanics using a Grimoire. We optimized for Instagram, but this content was also posted to our other social media channels.

Evergreen Content

In addition to the seasonal content, the social team was also required to create evergreen content to fill in the posting schedule where necessary. This content ranged from game-related things, like our Then and Now artwork series showing the evolution of characters from sketch to final (see Lilith Evolution below), to trending memes, or holiday-themed content.

This seamless carousel went onto our Instagram Feed and showed the evolution of Lilith from the initial sketch to the finished cinematic render.

We made our own version of "How are you feeling today?" meme using Neyrelle, one of the main protagonists of Diablo IV.

For Thanksgiving, we posted what cranberry sauce would look like in the Diablo universe. Both fans and internal teams were horrified by the creation and it set off a conversation about canned versus fresh cranberry sauce for the holiday.

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