David Harbour, Lana Condor and Pedro Pascal Show off Their Dragons for World of Warcraft: Dragonflight

World of Warcraft and 72andSunny have enabled celebrities David Harbour, Lana Condor and Pedro Pascal, and gamers to show off their dragons in a series of films and interactive Web AR experiences to launch World of Warcraft: Dragonflight.

With dragons and mediaeval fantasy taking over entertainment, with the release of House of the Dragons and Lord of the Rings: The Rings of Power, Blizzard Entertainment’s World of Warcraft is allowing everyone to live out their own dragon fantasy. 

World of Warcraft: Dragonflight, the ninth expansion pack of the massively successful multiplayer online role-playing game, is released on November 28th.

The launch campaign 'Get Your Own Dragon', created by 72andSunny, features David Harbour, Lana Condor and Pedro Pascal in short social films showing off the skills of their dragons and demonstrating what they can do with them in their daily lives. A combination of live action and CGI, each ends with the strapline: ‘Get your dragon’.

Each video is crafted to feel personal to the actors’ individual social feeds and what they normally post to create a fun, surprising moment for their audience. 

The films are supported by an interactive Web AR experience that allows gamers to pick, place and size World of Warcraft dragons out in the world so that they can take pictures and videos with their dragon. The Web AR app is being launched through QR codes on OOH in international markets and through influencers on Instagram to invite participation. 

Breaking on November 21st, the work will run for one month in nine markets globally: Brazil, China, France, Germany, Korea, Mexico, Spain, Taiwan and the UK.

The aim of the campaign is to give fans the feeling of what it's like to interact with the World of Warcraft world either by becoming a Dracthyr via Snapchat or putting a Dragonflight dragon in your daily life. 

Group creative director Tim Wolfe at 72andSunny, said, “What if, just like the Dragon Isles, dragons were real? What would happen? Our social feeds would suddenly be filled with people sharing and showing off their dragons, right? So we partnered with some of our favourite celebs to give them dragon-friendly feeds and gave everyone else the Web AR tools to join the dragon party.”

Matt Small, vice president, global consumer and digital marketing at Blizzard Entertainment, said, "Our Warcraft community will have so much fun with the launch of Dragonflight. We're excited to bring these dragons to life in the real-world through visual effects, while providing players an opportunity to get their own through a new augmented reality experience."