To relaunch one of gaming’s most iconic franchises, we set out to reintroduce World of Warcraft: Shadowlands through a modern cultural lens. Instead of another cinematic trailer, we tapped into internet nostalgia with “Lo-Fi Beats to Play Shadowlands To.”

Working with Blizzard artists and lo-fi producers like Josh Carter of Phantogram and eevee, we remixed unreleased in-game music into a visual-audio experience that felt both familiar and fresh.

The result: millions of streams in the first week, near-universal positive sentiment, and a record-breaking launch—3.7 million copies sold on day one, the biggest PC release in history.