Propel user acquisition for Destiny 2’s free-to-play launch

Details:

Role: Creative Director & Executive Producer
Client: Bungie
Agency: AV Squad

The Challenge:

To successfully launch Destiny 2 into the free-to-play model, we needed to craft a targeted UA campaign across a diverse set of audience motivations. To do this, we built a massive static campaign differentiated across six core value propositions with multiple visual approaches per target audience. We co-launched this UA campaign with a new suite of paid-digital assets driving hype for the upcoming chapter launch Witch Queen

Results:

→ Monthly active player-base increase by 40% the following month
→ On-time and on-budget delivery of all creative
→ Established trust and built new client relationship with Bungie