GUT campaign blends gaming and design

GUT Amsterdam has developed a global campaign bringing together Pinterest and World of Warcraft, positioning creativity and customisation at the centre of the collaboration.

The campaign, titled Craft Your World, aligns with the release of the game’s Midnight expansion and its Player Housing feature, which enables users to design and personalise in-game spaces.

Bridging inspiration and gameplay

The work introduces the Orc-itect, a character designed to connect Pinterest’s visual discovery tools with the fantasy setting of Azeroth. Acting as both designer and in-game persona, the Orc-itect encourages players to explore different aesthetics and apply them within the game environment.

The campaign highlights how ideas sourced on Pinterest can translate into in-game design, linking content discovery with interactive creation.

Multi-channel rollout and live activation

Craft Your World launched across digital film, social media and curated visual themes such as Orcish Minimalism and Goblin Glamour, positioning the Orc-itect as a lifestyle-focused figure within the gaming community.

The campaign also extended into physical and live activations, including digital out-of-home placements in Times Square and a Pinterquest experience in London, where installations offered a window into the game world.

A live stream on Twitch featured the Orc-itect hosting an in-game home makeover session, demonstrating how Pinterest-inspired ideas could be applied in real time.

Creative platform reflects gaming trends

Alex Romero and Gaston Gual, Executive Creative Directors, GUT Amsterdam: "Pinterest is where actionable ideas are born, and this partnership with World of Warcraft is an example of how inspiration can move between platforms and aesthetics. The Orc-itect became our way of making that connection tangible, entertaining and culturally relevant for both audiences. A perfect match between discovery and creation."

Developed by GUT Europe teams in Amsterdam and Madrid, the campaign responds to increased demand for personalisation in gaming, particularly within the growing cosy gaming segment.

By connecting discovery with creation, the work positions both Pinterest and World of Warcraft as platforms for self-expression, while aiming to broaden each brand’s audience across creative and gaming communities.