— PROJECT NAME

Destiny 2: Beyond Light

Global 360 Campaign

— ROLE

Creative Director (Pitch win & campaign execution)

— PLACEMENT

TVC, social, digital, OOH

Problem: Bungie had split from Activision and needed to prove it could self-publish Destiny 2. Beyond Light had to feel like a turning point—bold, exciting, and worthy of player investment.

Solution: I created the big idea—‘Embrace Darkness’—flipping the hero narrative and making wielding Darkness the hook. This shaped everything from trailers to digital activations, turning a gameplay shift into a movement.

Results: The campaign drove a 35% increase in pre-orders, a major uptick in active players, and a 50% boost in social engagement, cementing Bungie’s independence and re-energising the Destiny community.