The Hell Train is an experiential out-of-home campaign created in response to Diablo’s brief to create a launch activation that breaks through culture.

On any given Saturday night, the L train is responsible for carting New York’s coolest citizens between the Meatpacking District, the Lower East Side, Williamsburg and Bushwick. Because of its single track, the L train is also a notorious hellscape of delayed passengers and bored, captive crowds.

Introducing the Hell Train — launching Diablo IV with a train ride to hell.

To cue late night party passengers to something wicked coming, major stations along the L train line are ravaged with print and digital signage, as if the station had been visited by Diablo’s characters.