Hollywood-based creative agency gnet  and Blizzard Entertainment capture humorous extremes of fandom and faction loyalty in a new World of Warcraft: Battle for Azeroth campaign entitled “It Matters.” The campaign leads up to the title’s August 14 release. The videos follow opposing champions of World of Warcraft’s The Alliance and The Horde in seemingly benign everyday encounters–whether standing in the rain, squeezing onto the city bus or adhering to office etiquette, yet run-ins with virtual rivals can spark the silent defense of World of Warcraft’s most passionate players.

gnet collaborated with Blizzard Entertainment to breathe life and live-action into the Battle for Azeroth spots, revitalizing brand messaging spanning a decade. The spots were designed to  celebrate and engender a cult following among MMORPG players.

gnet has crafted landmark marketing campaigns for many top game and entertainment properties, including “Call of Duty,” “Destiny,” “PlayerUnknown’s Battlegrounds,” and Netflix’s “Altered Carbon” and “The Punisher.”Everyday Strangers Choose Their Faction and Reveal Their Fandom in World of Warcraft: Battle for Azeroth Spots out of Blizzard Entertainment and gnet