"Lofi hip hop radio - beats to relax/study to" is a livestreaming music phenomenon with upwards of 40,000 listeners at this moment. We approached Blizzard to create a Shadowlands-inspired version paying homage to the original Lo-Fi Beats girl by creating four characters, each from a region in the new expansion, and commissioned four musicians prominent in the Lo-Fi/Hip-Hop community to create custom tracks using original music from World of Warcraft. Utilizing Blizzard's art team, we brought 4 artworks to life, animating in a way that stayed true to the anime style and origins of the original. The campaign took a cultural moment and let Blizzard tastefully contribute, which was well-received by fans and has since amassed over 1 million views.
