WORLD OF WARCRAFT: MIDNIGHT — CUSTOM SUNWELL LAMP

THE GAME
World of Warcraft: Midnight is the latest chapter in the Worldsoul Saga, bringing players to Silvermoon City as Xal’atath and the Void threaten Azeroth. Ahead of launch, Activision Blizzard needed a way to rally press and collaborators across Europe around the game’s story and build excitement for a live community event.

THE CHALLENGE
Activision Blizzard asked us to create a standout physical invite for collaborators across the EU, one that captured the world of Midnight at a glance and drove recipients to take part in a bespoke, timed “Midnight War Board” challenge running up to the game’s in-world showdown at midnight on 28 February 2026.

ServicesGraphic Design, Custom, 3D

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TAKEOFF'S SOLUTION

We designed and hand-built a custom lamp modelled on the Sunwell — Azeroth’s iconic font of holy light — rendered in the game’s ornate gold and red high elf styling, with a warm glow at its centre standing in for the Light itself.

Paired with the lamp was a branded wooden-framed card bearing the World of Warcraft: Midnight and Worldsoul Saga logos, positioning the lamp as a beacon guiding recipients toward the coming battle.

Inside the card, an in-world message written as a call to arms from Azeroth itself invited each collaborator to take part in the Midnight War Board: a series of timed challenges running up to 28 February 2026, when the clock would strike twelve meridian time and champions would be called to a final showdown against the Void.

Rather than a conventional press mailer, the piece worked as a tangible extension of the game’s narrative — asking recipients to answer Azeroth’s call rather than simply promote it, and giving Activision Blizzard’s EU partners a physical touchpoint that stood out from the usual press cycle.

LET'S TALK

TAKEOFF has offices in the UK, France and Central Europe, North America and China. If you’d like to discuss an entertainment marketing publicity project or event, get in touch with the TAKEOFF team via: enquiries@takeoffstudios.com.