Entertainment ad agency Ant Farm teamed up with Activision and Bungie to produce media for the launch campaign behind what became the best-selling new video game franchise launch of all time: Destiny.
For the massive Destiny launch campaign, Ant Farm collaborated closely with longtime client Activision and developer Bungie to create a campaign that included a series of commercials and three trailers, all gameplay based.
A special, two-minute TV spot promoting Destiny aired on FXX during “The Simpsons Marathon” beginning August 21. Ant Farm’s directorial team combined its heralded gameplay cinematography with Bungie’s revolutionary game engine to create some of the most striking and memorable gameplay moments ever seen.
Our goal in promoting Destiny was to give global audiences a taste of its unbelievable scope, glorious action, and breathtakingly beautiful visuals. There are so many amazing things to do and incredible adventures to have while playing this game. We believe our campaign thoroughly communicated Destiny’s grand sense of epic adventure.
Ant Farm’s VP/Creative Director
The three game trailers – Mars, Venus and Launch – all featured voiceover work from “The Walking Dead” actress Lauren Cohan, who also provides the voice for The Exo Stranger in the game. Ant Farm’s award-winning music composers used musical themes featured within the game’s original score and created custom trailer scores based on those themes specifically for the campaign.
The Launch trailer has garnered over 7M views on YouTube alone.
The chance to play a role in the launch of Destiny, a new property that has already broken records at launch, was both an incredible challenge and the opportunity of a lifetime.
Chief Creative Officer Ant Farm
Ant Farm is a leading, full-service entertainment advertising agency owned by DDB and part of the Omnicom Group. The agency specializes in creating award-winning campaigns and content for consumer brands, major motion picture studios, television networks, and game publishers.
Ant Farm has multiple divisions under its company banner including: Theatrical, Games, Broadcast, Digital, and Experiential. Ant Farm has a strong pedigree in game advertising including Angry Birds, Assassin’s Creed, Destiny, Call of Duty, Far Cry, Mad Max, Quantum Break, and Watch Dogs.
The agency’s theatrical division is Industry Creative, which is a wholly owned subsidiary of the parent company and is renowned for entertainment branding across all mediums from tent-pole blockbusters to independent film sensations.
Ant Farm services dozens of brand clients across consumer products, traditional entertainment, and technology. These clients include: 20th Century Fox, ABC, Activision/Blizzard, Amazon, Beachbody, Belkin, Bethesda, Capitol One, Columbia Pictures, Disney, DreamWorks, DreamWorks Animation, Fox Sports 1, FX, Google, Lionsgate/Summit, Marvel, Microsoft, MTV, Neutrogena, NFL Network, Paramount Pictures, Proactiv, Sony Pictures, TNT, TOMS, Turtle Beach, Ubisoft, Universal Pictures, USA Network, Warner Bros., The Weinstein Company, WEN Hair Care, and YouTube among many others.