Activision tasked AKQA with thinking up an epic launch for Destiny 2 — a tall order considering how devoted fans had become to Destiny 1. 

How do you hype an already-satisfied audience, gain new players, have fun with it, and tie it all back to the game itself? Well, Antonio Brown of the Pittsburgh Steelers was known for his dances in the end zone — not dissimilar to the emote dances in the game — and Destiny 2’s launch just so happened to coincide with football season. As fans eagerly awaited Antonio's dances on the field, we had him post a video where he practiced his moves for "the big game." Little did fans know, that "big game" was Destiny 2.