After having a laugh about being pulled onto a video game account, I buckled down and put myself in the shoes of a gamer. Activision tasked AKQA with thinking up an epic launch for Destiny 2 — a tall order considering how devoted fans had become to Destiny 1. 

So, how do we hype an already-satisfied audience, gain new players, have fun with it, and tie it all back to the game itself? The answer quickly became clear: find someone famous to mimic the victory dance of the game's character, The Guardian.

Antonio Brown of the Pittsburgh Steelers is known for his goofy dances in the end zone, and our launch just so happened to coincide with the start of football season. As fans eagerly awaited Antonio's moves, we had him post a fake-out video, where he practiced his moves for "the big game." Little did his fans know, that "big game" was Destiny 2.