Destiny 2

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Client

Bungie

Year

2022

Role

+ Strategic Audit & Audience Definition
+ Insight & Campaign Platform Development
+ Messaging Framework & Launch Narrative

Brief

Recruit a new generation of players to a franchise entering its second decade.

Insight

For newcomers, Destiny 2 can feel closed. Years of expansions, deep lore and an established community create the sense that they are already late, as though the story has already been told. In practice, Destiny is designed for players to write their own.

For newcomers, Destiny 2 can feel closed. Years of expansions, deep lore and an established community create the sense that they are already late, as though the story has already been told. In practice, Destiny is designed for players to write their own.

Solution

“Heroes Welcome.” A platform designed to shift the focus from inherited lore to personal authorship. Rather than present Destiny as a decade-long saga newcomers must catch up on, we framed it as a stage for individual hero journeys. Community voices demonstrated the breadth of identities and playstyles within the universe, proving there is no single way to be a Guardian.

“Heroes Welcome.” A platform designed to shift the focus from inherited lore to personal authorship. Rather than present Destiny as a decade-long saga newcomers must catch up on, we framed it as a stage for individual hero journeys. Community voices demonstrated the breadth of identities and playstyles within the universe, proving there is no single way to be a Guardian.

View community spotlights

View community spotlights

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