Diablo Activision Blizzard

Nightmare Fuel

Agencies: VCCP VCCP US


Gamers spend all day playing Diablo while awake. But what if they dreamed about Diablo too? Blizzard Entertainment is launching a campaign that will let fans play and win while they slumber. Developed in partnership with VCCP US and renowned Dream Researcher Dr. Leslie Ellis, it will insert the world of Diablo into participants’ dreams… or nightmares. A dream researcher, Dr. Ellis believes that people can master a nightmare, an underlying principle of this new effort.

“Nightmare Fuel” allows fans to immerse themselves in the dualistic and epic landscapes of Diablo IV as they sleep. Gamers can listen to this audio experience in its entirety while they sleep. Lasting about eight hours in total, it begins with a dream incubation period that runs for 15-20 minutes, designed to serve as a guided induction and space for intention setting. The audio then moves into a four- to five-hour transition loop, settling people into sleep with soundscapes of a Diablo nature and audio from Diablo IV. The subsequent two to three hours align with REM sleep, including audio cues to induce lucid dreaming. The final three to five minutes will begin the wake-up process gently.

Rather than presenting nightmares as passive horror shows, Diablo is integrating innovative tools to empower dreamers. By gamifying the dream landscape, the game empowers players to become the heroes of their own stories. The audio experience is designed to assist listeners in achieving a state of lucid dreaming, empowering them to become the heroes of their Diablo dreams. The flow of the audio was shaped by Dr. Ellis’ studies around how to control and master nightmares.

This professional campaign titled 'Nightmare Fuel' was published in United States in October, 2023. It was created for the brands: Activision Blizzard and Diablo, by ad agencies: VCCP and VCCP US. This Experiential and Integrated media campaign is related to the Gaming industry and contains 2 media assets. It was submitted 6 months ago.


Brand: Diablo
Daniela Rodriguez: Director of Brand Marketing
Kevin Carmona: Brand Marketing Manager
Aryan Mohsenzadeh: Brand Marketing Coordinator
Euni Moon Lee: Senior Director of Content Marketing
Krystha Dart: Sr Digital Marketing Manager
Patrick Coyle: Digital Marketing Manager
Maxim Samoylenko: Sr Public Relations Manager
Laura Herzberg: Public Relations Coordinator

Agency: VCCP US
Jed Grossman: Chief Creative Officer
Joel Kaplan: Executive Creative Director
Geoff Vreeken: Creative Director
Trevor Larson: Copywriter
Taylor Dahl: Art Director
Matt DeMilner: Art Director
Conor McFarland: Copywriter
Katy Aquino: Director of Creative Operations
Cara Orlowski: Director of Business Affairs
Jessica Ambrose: Executive Producer
Erin Kelly: Integrated Producer
Katie Nichols: Account Supervisor
Brendan Robertson: Managing Partner
Sashi Nair: Head of Strategy

Ross Allen: Director
Mitchell Baxter: Director of Photography
Alex Greba: Gaffer
Colyn Cameron: Sound Operator

Ryan Gee: Editor - “Teaser” “Launch” & “Visualizer” assets
Ross Allen : Editor - “Mini Documentary”
Miguel Barbosa: Assistant Editor - “Mini Documentary”

Sound Design & Mix: One Thousand Birds
Andrew Tracy: Sound Designer + Mixer
Andres Velasquez: Original Music
Guin Frehling: Executive Producer
Kira MacKnight: Managing Director + Executive Producer


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