For the launch of Voyage to the Sunken City, Hearthstone’s first expansion of 2022, we had to make a big splash with the community. Drawing on the underwater theme of the expansion and Hearthstone’s connection to meme culture, it was only natural to host a Crab Rave: an 8-hour long livestream with 1-off EDM tracks based on theme songs from Hearthstone’s past.

I worked with multiple producers to create the tracks for the event. I also partnered with illustrators and in-house animators to bring meme-dancing crabs to life. All within a 2-month timeframe from beginning to end.

The activation was a hit with the community, with positive sentiment rising 79% year-over-year. Custom emotes were also used over 400,000 times and the player base grew 35% compared to previous expansions.

This is an image created to promote the livestream, based on posters for popular music festivals. I created a fake line-up of crab-based musical acts and even hid a code for eagle-eyed players to redeem for a Mega Bundle.