- Experiential
Diablo IV
Working with Blizzard Entertainment and GUT LA, we set out to make Diablo IV impossible to ignore in Los Angeles: by taking its darkness off the screen and into the city itself.
Hell on Wheels
On the night of The Game Awards 2025, we sent a real funeral procession into L.A. traffic: 15 authentic hearses, led by a standout vintage coach, rolling from LAX through Hollywood to the Peacock Theater. Each car carried ominous messaging and bespoke details that felt ripped from Sanctuary… turning an everyday commute into a slow-moving omen.
Designed to Stop the City
Behind the scenes, the spectacle ran on precision. Every vehicle was timed and routed to move in synchronicity, while a roaming production unit of camera cars, on-foot shooters, and drone operators shadowed the procession to capture cinematic, shareable moments from every angle. The result was an activation engineered not just to turn heads in the streets, but to live on across feeds both during and long after the convoy reached its final destination.
Built End-to-End by Thinkingbox
Our team handled every detail required to make the convoy feel inevitable: from sourcing 15 screen-ready hearses and consulting on the optimal route, to securing permits, coordinating vehicle escorts, and managing rolling lockups. Costumes and custom designed props were produced to echo in-game aesthetics, whether glimpsed from a passing car on the 101 freeway or captured through a long lens in the chaos of downtown traffic.
Building Diablo into the World
This collaboration with Blizzard and GUT LA proved how far practical world-building can go when everyone leans into the same vision. No stages. No green screens. Just a carefully engineered moment on real streets and built to feel like the first sign that the reckoning had arrived.
