World of Warcraft ‘Shadowlands’ Launch

When we took WoW Shadowlands to market we knew we wanted to take some risks and put one of the most famous legacy video games in a new, modern context.

Aside from the traditional social and digital assets created, we spearheaded a strategic approach to captivate a notoriously fickle audience with something that was both familiar yet new.

Enter “lo-fi beats to play shadowlands to”.

We worked closely with Blizzard artists to create one of kind illustrations within the “Lo-Fi beats to chill to” style. Then we worked with Blizzards composers and contemporary lo-fi beats producers (ie. Josh Carter of Phantogram, eevee, and others) to create original music built from the unreleased Shadowlands music.

The reception of the project was amazing! We had over a few million listens in the first week and almost 100% positive sentiment in the audience and media response.

Shadowlands sold over 3.7 million copies on its launch day. That breaks the record for biggest launch day for any PC game.