Diablo Unleashes Hell on LA for The Game Awards

On December 11th, the day of gaming’s biggest night, aka The Game Awards, Blizzard Entertainment unleashed a procession of hearses on Los Angeles.

The ominous fleet snaked through the city of angels, an unexpected shadow moving across a city better known for sunshine and selfies, stopping at iconic landmarks and spreading the word about a reckoning before arriving at its final destination, The Game Awards at the Peacock Theatre.

Developed in partnership with GUT Los Angeles, the activation juxtaposes the bright, sun-drenched optimism of LA with a chilling visual rarely witnessed at scale: not one hearse, but a whole fleet. Each vehicle carried a cryptic message to prepare for the reckoning as the caravan made planned stops at iconic LA locations, creating a living, moving omen ahead of the brand’s moment at the world’s largest gaming stage.

Every element of the caravan, from its sheer scale to its slow, ritualistic pacing, was designed to feel eerie, theatrical, and unmistakably foreboding. And it all built toward the biggest stage in gaming: The Game Awards, which drew more than 154 million global livestreams last year, outpacing the Oscars, Grammys, and even the Super Bowl.

“What better way to announce a reckoning than with a hearse? Even better, a whole fleet,” said Bruno Acanfora, CCO, GUT LA. “Los Angeles is famous for its sunshine, so we wanted to see what happens when you cast a shadow that big across it. This activation brings Diablo’s world into ours in the most chilling, cinematic way possible.”