Launching a Dark New Era

When Bungie first presented their vision for Destiny 2 Beyond Light to us, we were excited. Yet their quandary was a familiar one: how could they reinvigorate lapsed players, without alienating the loyal core?

Step one was presenting this as more than just an expansion: Beyond Light needed to signal a bold new era for the franchise. When the Destiny franchise was born it gave us an epic sense of endless galaxy-exploring possibilities. We wanted to recapture that emotion, taking Destiny back to its roots, but with a new darker, more mature tone.

Working with Bungie as global lead creative agency in the year leading up to launch, we created a campaign that encapsulated the new direction and tone of the expansion. A series of mysterious tease-and-reveals got the community talking, before amplifying the campaign with our moodier look, cerebral brand voice, and impactful assets.

A primed audience ensured pre-order sales targets were smashed early, with the game becoming the highest earning Stream title upon release. The tone may have grown darker, but the franchise's future remains brighter than ever. Stay tuned, Guardians, for more ICHI X Destiny.