LEGO – ‘Play is Your Superpower’ campaign
Hello Charlie were commissioned as Creative Directors to lead the Lego Out-of Home national campaign" Play Is Your Superpower'.
World of Warcraft: Midnight
To celebrate the launch of World of Warcraft: Midnight, we developed a high-impact DOOH moment for Blizzard Entertainment at Gamescom 2025. Using cinematic character animation, a location-based spectacle and impressive audience interaction.
Gamescom Cologne was a chance to launch a new character to a highly engaged Gaming audience. This creative moment needed to work instantly in this busy live environment. Fans had to understand the moment from a distance, feel drawn towards it and then be rewarded with enough detail and atmosphere to stop, photograph and share.
We created a large scale animated LED character that attracted attention and stayed true to the World of Warcraft strong visual style.
We insured the content worked effectively in varying day and night lighting conditions and met tight deadlines, technical requirements and all brand approval standards.
The centrepiece of the content was introducing Xal’atath, a character brought to life within a vortex environment.
We successfully balanced cinematic flair with an authentic in-game aesthetic. We were tasked with developing precise lip syncing to match recorded dialogue.
Gamescom 2025 attracted 357,000 attendees over 5 days. While these are visits rather than unique individuals, the numbers show an estimated footfall of 105% of total attendance.
“Bringing Xal’atath to life in full ‘LED screen’ glory was no small task and the team delivered with creativity, precision and complete reliability. They are a delivery partner you can trust. They will make it happen.”
Tom Read, Blizzard Entertainment
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