For Destiny's first expansion called The Dark Below, we created a fictitious,
snarky gamer called DrCrispy. We first seeded him on gaming leaderboards
to stoke speculation among core gamers.
After a few days, we launched this video. VO by Pete Davidson
Music by The Budos Band.
DrCrispy Case Study
DrCrispy also took over Twitter and showed off even more weapons..
![](https://freight.cargo.site/t/original/i/127eb8c78b2398331f454a826dd695ccb11941f04897e85b4e2b39ba603abffc/Screen-Shot-2014-11-27-at-2.25.26-PM.png)
![](https://freight.cargo.site/t/original/i/bb63f50664a259ac37dba8db4c989448345e55019eb2c33ba93bf6884ade4fce/Screen-Shot-2014-11-27-at-2.25.55-PM.png)