Evan Brown. CD. CW. Author.

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 byPete Davidson 
Music by The Budos Band.

DrCrispy Case Study

DrCrispy also took over Twitter and showed off even more weapons..