Establishing a new benchmark for modern entertainment marketing.

Bringing the vision to life on a global scale.

Since autumn 2021, Kurppa Hosk has partnered closely with AAA video game studio Bungie to shape and launch the marketing campaign for Marathon. The game marks the studio’s first new title since classics like Halo and Destiny — and enters one of the world’s most competitive entertainment categories. What began as incremental creative support rooted in a shared respect for bold visual worlds and immersive storytelling evolved into a deep, long-term creative partnership. One that spanned strategy, design, creativity, production, tech, and go-to-market — and was powered by the broader Eidra collective.

In an industry where thousands of games launch every year, but only a fraction break through, success demands more than visibility. It requires cultural fluency, speed, and an ability to orchestrate product, brand, and community as one living ecosystem. Together with Bungie’s internal teams and Eidra’s specialist capabilities across tech, engineering, and physical production, Kurppa Hosk took on the role of lead creative agency partner — helping define the strategic and aesthetic vision for Marathon’s marketing campaign, and owning the orchestration of how that vision would reach and captivate mass audiences.

In close collaboration with Bungie’s publishing team, Kurppa Hosk developed and executed the full marketing ecosystem. This included establishing the strategic, creative, and experiential expressions of the Marathon brand, as well as leading the development and activation of an integrated 360° go-to-market plan across paid media, owned platforms, social, community environments, creators, and experiential moments. The result was not a campaign, but an immersive journey across the full marketing ecosystem — one that collapsed the boundaries between marketing, world-building, and community into one interconnected experience.

Central to the launch was a brand-led product marketing approach — one that honored the legacy of the original IP while actively inviting new audiences in. The go-to-market began with a high-impact 2025 gameplay reveal and unfolded through a series of experiential activations that brought the brand into the real world. In parallel, always-on creative production, groundbreaking use of community channels, and creator partnerships fueled the momentum online — building the go-to-market in a uniquely holistic and audience-informed way from first concepts to global release in 2026.

The work established a new benchmark within the category — elevating marketing from isolated moments to a cohesive system where brand, world, and community work together from day one to scale into culture. A new playbook that illustrates a deep understanding of what it takes to win in the gaming industry, and the rare capacity to deliver on it. All delivered through an Eidra-powered collaboration built for modern entertainment.