2024
Slaypals
Slaypals
A blood-soaked wink to ‘80s toy culture that turned Diablo’s mercenaries into twisted collectibles—and made hell a little more fun.
Social & Content
Product Development
Overview
To promote Diablo IV: Vessel of Hatred, we transformed new in-game mercenaries into “SlayPals”—demented companion dolls inspired by childhood favorites like My Buddy and Cabbage Patch Kids. With no paid media, we leaned into nostalgia and dark humor to create a cultural moment that reengaged lapsed players and energized the fanbase.
Problem
How do you make demon-slaying feel nostalgic?
Diablo’s audience spans decades, but new content often stays locked inside the gaming echo chamber. We needed a way to break through—without paid media—and remind players why they fell in love with Diablo in the first place.
Solution
Solution
We made mercenaries into murder dolls.
We launched a parody toy commercial complete with a disturbingly catchy jingle. Fans were invited to sing along, stitch their own gameplay, and share across social. We dropped a capsule merch collection—the first of its kind for Diablo—featuring SlayPals t-shirts that sold out fast. The campaign rolled out across YouTube, TikTok, Instagram, and Twitter, all organically.
Results
Results
No media budget. No problem.
SlayPals became one of Diablo IV’s top post-launch assets, driving over 800,000 impressions across social and an 11% engagement rate on YouTube—well above channel benchmarks. Fans flooded comment sections asking how to get their own SlayPal. Diablo didn’t just drop an update—it dropped a cultural artifact.
More Works
©2024
More Works
(GQ® — 02)
©2024
FAQ
FAQ
01
What types of clients do you work with?
02
How do you approach a new project?
03
What is your design and development process like?
04
Can you work with our existing team or tools?
05
Do you offer post-launch support?
06
How do you measure the success of a project?
07
What industries do you specialize in?
08
How can we get started?
01
What types of clients do you work with?
02
How do you approach a new project?
03
What is your design and development process like?
04
Can you work with our existing team or tools?
05
Do you offer post-launch support?
06
How do you measure the success of a project?
07
What industries do you specialize in?
08
How can we get started?
2024
Slaypals
A blood-soaked wink to ‘80s toy culture that turned Diablo’s mercenaries into twisted collectibles—and made hell a little more fun.
Social & Content
Product Development
Overview
To promote Diablo IV: Vessel of Hatred, we transformed new in-game mercenaries into “SlayPals”—demented companion dolls inspired by childhood favorites like My Buddy and Cabbage Patch Kids. With no paid media, we leaned into nostalgia and dark humor to create a cultural moment that reengaged lapsed players and energized the fanbase.
Problem
How do you make demon-slaying feel nostalgic?
Diablo’s audience spans decades, but new content often stays locked inside the gaming echo chamber. We needed a way to break through—without paid media—and remind players why they fell in love with Diablo in the first place.
Solution
We made mercenaries into murder dolls.
We launched a parody toy commercial complete with a disturbingly catchy jingle. Fans were invited to sing along, stitch their own gameplay, and share across social. We dropped a capsule merch collection—the first of its kind for Diablo—featuring SlayPals t-shirts that sold out fast. The campaign rolled out across YouTube, TikTok, Instagram, and Twitter, all organically.
Results
No media budget. No problem.
SlayPals became one of Diablo IV’s top post-launch assets, driving over 800,000 impressions across social and an 11% engagement rate on YouTube—well above channel benchmarks. Fans flooded comment sections asking how to get their own SlayPal. Diablo didn’t just drop an update—it dropped a cultural artifact.
More Works
(GQ® — 02)
©2024
FAQ
01
What types of clients do you work with?
02
How do you approach a new project?
03
What is your design and development process like?
04
Can you work with our existing team or tools?
05
Do you offer post-launch support?
06
How do you measure the success of a project?
07
What industries do you specialize in?
08
How can we get started?
2024
Slaypals
A blood-soaked wink to ‘80s toy culture that turned Diablo’s mercenaries into twisted collectibles—and made hell a little more fun.
Social & Content
Product Development
Overview
To promote Diablo IV: Vessel of Hatred, we transformed new in-game mercenaries into “SlayPals”—demented companion dolls inspired by childhood favorites like My Buddy and Cabbage Patch Kids. With no paid media, we leaned into nostalgia and dark humor to create a cultural moment that reengaged lapsed players and energized the fanbase.
Problem
How do you make demon-slaying feel nostalgic?
Diablo’s audience spans decades, but new content often stays locked inside the gaming echo chamber. We needed a way to break through—without paid media—and remind players why they fell in love with Diablo in the first place.
Solution
We made mercenaries into murder dolls.
We launched a parody toy commercial complete with a disturbingly catchy jingle. Fans were invited to sing along, stitch their own gameplay, and share across social. We dropped a capsule merch collection—the first of its kind for Diablo—featuring SlayPals t-shirts that sold out fast. The campaign rolled out across YouTube, TikTok, Instagram, and Twitter, all organically.
Results
No media budget. No problem.
SlayPals became one of Diablo IV’s top post-launch assets, driving over 800,000 impressions across social and an 11% engagement rate on YouTube—well above channel benchmarks. Fans flooded comment sections asking how to get their own SlayPal. Diablo didn’t just drop an update—it dropped a cultural artifact.
More Works
©2024
FAQ
What types of clients do you work with?
How do you approach a new project?
What is your design and development process like?
Can you work with our existing team or tools?
Do you offer post-launch support?
How do you measure the success of a project?
What industries do you specialize in?
How can we get started?