When asked to create a social marketing campaign for Bungie's upcoming MMO Destiny 2, I was eager to rise to the challenge. That challenge, however, was that since this was a Sony funded title, I couldn't use the name of the actual game or any like-ness to the Destiny universe in any asset. My conclusion was to play off the comedic line from the live-action trailer, in which the protagonist refers to the villain accidentally as "Gary"...and thus, the campaign known as the Gary Takeout Team was born.
The logo for Gary Takeout Team was inspired by the loading screen from both Destiny titles, where it shows a loop of all 3 factions logo cycling. The GTT logo was based on that to fit the universe and lore, so gamers could easily recognize that this was Destiny, almost as if it was another faction in the game.
I used my working knowledge of LFG and utilized the new Xbox clubs platform to promote our Gary Takeout Team club, which encouraged Xbox users to join in order to find people to raid with, play Crucible with, and also share their highlights of the game. It ended up becoming trending on the front of the Xbox dashboard, which every user in the world saw when signing into their account.