LogInAs part of the Diablo IV marketing campaign, the company has decorated an entire cathedral with murals inspired by the game.
Diablo IV is coming soon and in the run-up to the game's launch, Blizzard has exhibited a pretty innovative marketing tactic – as part of its strategy, the developer has adorned an entire cathedral with murals inspired by the game.
For its Diablo IV marketing campaign, Blizzard has decided on the complete transformation of Chapelle des Jésuites (Jesuits' Chapel), a 17th-century cathedral located in Cambrai, France, turning it into a "Cathedral of Diablo". The inside of an abandoned French church has been completely filled with artwork inspired by Diablo, depicting the game's battle with Lilith, the Queen of the Succubi.
Blizzard has clarified that the church has been deconsecrated, meaning that it is no longer considered a sacred site, so the company had received authorization to make the changes.
However, the cathedral is still listed as a historical monument, which means that Blizzard couldn't just paint "the five character classes from Diablo IV as they clash with the powers of evil" directly onto the church interior. Instead of doing this, the company opted to create 20 canvas paintings of the characters and install them on the cathedral’s ceiling, dome, and back wall.
A total of 20 paintings were produced for the project comprising a 160-foot mural that took 30 days to create, according to Blizzard. The paintings were completed by a team led by artist Adam Miller, who remarked that "the scale and the speed of it seemed a bit insane."
Blizzard has also turned this project into sweepstakes for players. Those who opt-in here and achieve the maximum level in the Diablo IV open beta, which is set to take place later this month, may have the opportunity to see their likeness included in the mural.
This isn’t the first stunt that Blizzard has used to promote the upcoming Diablo IV. At a recent Milan Fashion Week, the gaming company showcased its collaboration with fashion house Han Kjøbenhavn, debuting several Diablo-inspired outfits centered around the theme of "hell as a beautiful place."
You can learn more about the Cathedral of Diablo by watching the behind-the-scenes video above or here. Also, don't forget to join our 80 Level Talent platform, our Reddit page, and our Telegram channel, follow us on Instagram and Twitter, where we share breakdowns, the latest news, awesome artworks, and more.