PETROL was there for the very beginnings of one of the biggest franchises in gaming as we helped Activision and Bungie develop the signature style and creative vision that spurred millions to step into the role of the formidable Guardians. And it was our great pleasure to return for the sequel with a brand new attitude that allows the visual language to evolve in a way for a bigger and better follow up.
Visual Identity, Key Art, Photography, OOH, Packaging, 3D Development
When Activision-Blizzard and Bungie, Inc. were on the precipice of changing the industry once again with Destiny, PETROL stepped into provide key guidance and creative vision throughout.
Evolving the Formula
As Destiny 2 was about to launch, we knew we needed to take a step forward and a more personal touch now that millions had pledged themselves to become Guardians.
Bringing Home Humanity
In one of our boldest moves, we pushed for helmetless Guardians to help Bungie’s Blockbuster franchise return to the top of the charts.
A World Full of Possibilities
Throughout the process, we attempted to balance the need to give players a sense of massive scope with a sense of individual purpose.
We continually infused expansions and additional executions with scale and narrative that hinted at the potential battles millions of players would be experiencing.
Guardians Front and Center
The balance between player and world is something we constantly played with as we grew the campaign into key expansions.
Building a Foundation
The original Destiny proved that a new class of hero was here to stay and we emphasized and elevated these Guardians to Superhero or world class Athlete status.
Launching A Game Changer
We provided key visuals that helped set the stage for the boundless potential Activision and Bungie were hoping audiences would flock to and fall in love with.
The Complete Package
Our approach for Destiny underlines one of our biggest motivators: campaigns succeed when they are cohesive from top to bottom from Key Visuals to Packaging and it proved true with the massive success of Destiny.