DESTINY: LEGEND OF YOU

A Trailer for Every Hero

Destiny, Bungie’s biggest game since Halo, launched with a promise and challenge to every player: Become Legend. So when it came time to launch the expansion, The Taken King, we were determined to remind gamers of that promise by showing them how legendary they had become. Instead of cutting one epic game trailer, we generated over 1 million individual game trailers, each starring a real player. Players plugged in their username and our generator scraped their in-game data to highlight their biggest accomplishments and make them a star. The players loved it, The Taken King was Destiny’s biggest success to date, and we got to flood the gaming world with tens of thousands of unique trailers that proved that Destiny really meant it when they told players to ‘Become Legend’.

Role: Senior Copywriter
Agency: AKQA
Client: Activision

If you’re interested in what the actual generated video looked like, or you doubt mah skillz, here’s the PR sample featuring my character.

UPDATE: So fast forward to 2019 and a friend sends me a reddit thread where people still remember this project. I’ll trade you a gold lion any day for a couple hundred non-advertising folk who still think your project was awesome 4 years later.