Heroes Welcome | 360 CAMPAIGN CREATIVE
CREATIVE AND ART DIRECTION, DESIGN AND ILLUSTRATION
BUILDING A PLATFORM FOR A NEW PLAYER BASE
Destiny 2 has one of the most complex lore narratives currently running, which has lead over the years to a high barrier to entry. With Heroes Welcome our plan was to address these barriers by using stories written by the core, woven together in a call to arms, showing that the players that make up the world of Destiny are welcoming and will be there to guide you through your new journey.
A CALL TO THE COMMUNITY
The first step was creating A CALL FOR HEROES. We needed real stories of triumph from the community, relatable voices, and gaming moments that really emphasised the communal aspect of playing Destiny.
We reached out across Bungie’s social channels to get our authentic stories and the response was incredible. From every corner of the globe, authentic stories of heroism and triumph poured in.
We then took those stories and merged them together, creating our narrative and building a tale that would be able to reach a new audience breaking those barriers of entry and showing “Who are the Heroes of Destiny 2”.
BUILDING A VISUAL IDENTITY
With Heroes Welcome I wanted to create a bold and contrasting style that would be fresh to the Destiny audience alongside being inviting and enticing to a new demographic. THE RESULT of our call to the community and our new visual style was a hybrid live action animated video, with an authentic voice calling out for new players to jump in.
OVERVIEW
Directed and executed by myself and my creative partner Geoff Court, Heroes Welcome was a 360 campaign including digital activations, in-game rewards, community-led game trailers, player-focussed micro-docs, key art, and a live-action rap video featuring player talent and bespoke animation - a world first!
Creating a truly welcoming event, for the core and new comers alike.
CLIENT: BUNGIE
ROLE: CREATIVE & ART DIRECTION