— PROJECT NAME

Destiny 2: The Witch Queen

Global 360 Campaign

— ROLE

Creative Director

— PLACEMENT

Social, digital, OOH, TV

Problem: Bungie needed to reignite its social following and engage both new and veteran players ahead of The Witch Queen. With eight years of deep Destiny lore, they needed a fresh way to make the story accessible while building hype for the expansion.

Solution: I developed the big idea—‘Question Everything’—turning players into psychic detectives tasked with uncovering the truth about The Witch Queen. This interactive, social-first campaign wove together bite-sized lore content, platform-specific mysteries, and an immersive trailer to re-engage the Destiny community.

Results: The campaign drove a 65% surge in Twitter engagement, 35% on Instagram, and helped Destiny 2 hit one million pre-orders—the first time an expansion outsold its predecessor.