Become Legend
Activision. Writer.
The launch of Destiny was the biggest new video game launch in history.
This 360° global campaign included a tentpole live trailer, an interactive digital experience, and cutdowns and banner assets.
Launch Trailer
This planet-hopping, wise-cracking trailer was meant to replicate the feel of playing a co-op game like Destiny with your friends over headset. It was directed by Joseph Kosinski (Top Gun: Maverick, Tron: Legacy) with music by Led Zeppelin.
Planet View
As part of Destiny's launch campaign, we let people people explore the game's exotic worlds in a familiar way, with Google Street View. This was the first time ever a video game environment was mapped using the Google Maps API.
Promo
Unfortunately, Destiny Planet View no longer exists. Though teaser film sums up the experience pretty well…
Case Study
Over 1 million people visited the site in its first week online, spending a whopping six minutes exploring, on average. After 28 days, the site had been visited over 2 million times.
The idea I wish we’d sold.
In the universe of Destiny, humanity returns to a solar system populated by other species after centuries away… at this point they should be creatures of legend.
In this campaign, trailers would have been built around aliens telling each other scary stories of humans returning to space. Monstrous butchers capable of the most extreme violence.
