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.