Blizzard ⌁ World of Warcraft
Can you teach an
old game new trends?
Role ⌁ Creative Director,
To get buzz going not just within the WoW fandom, but in the entire PC gamer community, we launched the Burning Crusade Throwback Sweepstakes and Shadowlands Lo-Fi Beats.
Working with an influential PC builder we designed a gamer PC filled with top tier tech - this was during the time when gamers were standing in hours long lines just to get one GPU - and shot a sweeps announce video featuring some of the rarest figurines, WoW fan art, and boxed game editions - most of these props were actually sourced from the personal collections of WoW fans and game creators. The sweeps was a massive hit with all PC gamers and had the highest huge entry volume of any sweeps Blizzard had launched.
Shadowlands was WoW’s newest and most anticipated expansion pack to date and Blizzard was eager to do something stunty that would transcend just the fandom waiting for the release.
Through our research we found that there was no unlicensed music from the game that streamers could use in the background of their game captured videos across Twitch and YouTube and that within the PC community LoFi music mixes were getting millions of plays. So, we decided to make brand new music for WoW. Working with famous DJs, remixed game tracks and SFX became hour long custom animated music videos. The music was cleared for all gamers to use as they pleased or just listen to as they gamed. Over 2 million listens and thousands of positive comments from fans the team at WoW wanted another batch and are still being made to this day.