Blizzard Entertainment, in collaboration with VCCP US and renowned Dream Researcher Dr. Leslie Ellis, is embarking on a groundbreaking campaign that bridges the world of Diablo with participants’ dreams. Titled Nightmare Fuel, this immersive experience seeks to allow gamers to not only play Diablo while awake but also within the realm of dreams or nightmares.
Dr. Leslie Ellis, a dream researcher, believes in the power to master nightmares, a foundational concept of this innovative endeavor.
Daniela Rodriguez, Director of Brand Marketing, Diablo IV at Blizzard Entertainment, described the concept: “Nightmare Fuel immerses players deeper into the world of Diablo by melding themes from the game into their dreams. They’re put in the driver’s seat to control their sleep experience just like they are free to explore an open world with different landscapes, battle various enemies, and overcome nightmarish demonic forces in the game. The release of Nightmare Fuel also lines up just in time to make fans’ Halloween weekend even more Hellish!”
Nightmare Fuel invites fans to fully immerse themselves in the dualistic and epic landscapes of Diablo IV while they sleep. This audio experience, lasting approximately eight hours, initiates with a 15-20 minute dream incubation period, serving as a guided induction for setting intentions. Subsequently, it transitions into a four- to five-hour loop featuring Diablo-inspired soundscapes and audio from Diablo IV, lulling listeners into a restful slumber.
The following two to three hours align with REM sleep, incorporating audio cues designed to induce lucid dreaming. The last three to five minutes gently facilitate the waking process. Watch below:
REELated:
Geoff Vreeken, Creative Director at VCCP, shared insights into the campaign: “This immersive experience was born out of the idea to invite, inspire, and challenge gamers to conquer the darkness together. After discovering that gamers have the highest potential for lucid dreaming, we generated this idea to help empower Diablo fans to become masters of their own stories.”
Rather than presenting nightmares as passive horrors, Diablo’s Nightmare Fuel empowers dreamers through gamification of the dream landscape. By transforming dreams into a heroic adventure, the experience encourages participants to become the masters of their own narratives. The audio content is meticulously designed to guide listeners toward lucid dreaming, allowing them to seize control of their Diablo-themed dreams. Dr. Ellis’s extensive research on how to control and master nightmares influenced the flow and structure of this audio experience.
The teaser for Nightmare Fuel was released on social media on October 24th, and the full experience along with a mini-documentary is now live for participants to explore.
Gamers and dreamers alike can now embark on a one-of-a-kind adventure within their own dreams, as Nightmare Fuel brings Diablo’s dark and thrilling universe to life during slumber.
CREDITS:
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
PRODUCTION
- Ross Allen: Director
- Mitchell Baxter: Director of Photography
- Alex Greba: Gaffer
- Colyn Cameron: Sound Operator
EDIT:
- 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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