Empowering an Iconic Franchise Across A
Multi-year Partnership  

In the Beyond Light expansion, we faced our first major challenge: rekindling interest among Destiny's existing fans while also winning back those who had drifted away. Our campaign had to establish that Destiny was entering a new era, both in narrative and tone. With Destiny 2: The Witch Queen, not only did we need to re-engage those who had lapsed, but we also wanted to reassure new players that they hadn't missed too much to join in.

This strategy culminated in Lightfall, the franchise's defining 'Infinity War' moment. Here, our objective was to rally the community around a must-play event, setting the stage for the concluding chapter in 2024, 'The Final Shape.' In the gaps between these expansions, Bungie also set us an ongoing task: to build an evergreen campaign that would breathe new life into the Destiny brand, making it appealing for a new generation of players.

For Beyond Light, we launched a seven-month campaign focused on the game-changing concept of Guardians using Dark powers. Our 'Embrace Darkness' platform was devised for online sharing, igniting conversations among a community eager for new content.

For The Witch Queen, we went social-first, turning players into 'psychic detectives' through a series of intriguing assets. For Lightfall, we created a 'now-or-never' atmosphere through a diverse 360-degree campaign, employing motion graphics, 3D, and CGI. We also educated players on the Destiny backstory and captured influencer attention with a specialised streamer's toolkit. Finally, our 'Heroes Welcome' brand campaign championed Destiny's community, emphasizing its welcoming and diverse nature to recruit newcomers and demonstrate the ongoing evolution of the brand.