HALO INFINITEOverview:
Halo Infinite, the final chapter in the iconic video game franchise, presented an opportunity for Xbox to engage both die-hard fans and newcomers. Our challenge was clear: reinvigorate excitement among existing fans while attracting a new audience to the Halo universe.
Insight:
Through extensive audience research and focus groups, we discovered a key insight: gamers aspire to embody the true altruistic hero, distinct from the flawed anti-heroes often seen in other media.
Strategy:
We developed the strategic framework "Become," inviting players to step inside the armor and become Master Chief themselves. This concept tapped into the deep-seated desire of gamers to experience heroism firsthand.
Execution:
We created an ecosystem of live-action teasers and canonical content, immersing the audience in the world of Halo Infinite. Each piece of content reinforced the "Become" theme, showcasing the journey from ordinary player to legendary hero.
Results:
Our award-winning creative work drove Xbox's largest individual title sales launch, exceeding expectations and solidifying Halo Infinite as a monumental success in gaming history.
Integrated Campaign
Step Inside
Teaser
Introducing the groundbreaking first teaser of the Halo Infinite campaign, where viewers are invited to embody the legendary Master Chief by 'stepping inside' his iconic armor. This visually captivating spot, crafted entirely in CG, showcases the awe-inspiring development of the Mjolnir armor, appealing to a wide audience while embedding hidden treasures for die-hard fans. Drawing inspiration from the cinematic brilliance of Westworld's opening credits, we collaborated with acclaimed director Patrick Clair (who directed that original intro sequence) to bring our vision to life!
Agency: 215 McCann
Advertiser: Microsoft, Xbox
Director: Patrick Clair
Production Company: Smuggler
Post: Method Studios
Creative Director: Brad Meyers
Producer: Nina Ulbrich
Account Supervisor: Chris Levy
Forever We Fight
Feature Trailer
Agency: 215 McCann
Advertiser: Microsoft, Xbox
Director: Garth Davis
Production Company: Reset, Exit Films
Post: Company 3, Method Studios
Creative Director: Brad Meyers
Producer: Christine Hurty
Account Supervisor: Chris Levy
Unveiling the live-action feature trailer for Halo Infinite, we delve into the timeless concept of heroism. Master Chief emerges as the epitome of human endurance, seamlessly blending heroic moments from history with a vision of the future. Directed by the Oscar-nominated Garth Davis, this cinematic ode celebrates the enduring legacy of heroes across time.
UNSC Archives
Ancillary Films
Unveiling the unsung heroes behind Master Chief's legend: the scientists, engineers, miners, designers, and factory workers who shaped his weapons, armor, and technology. In the 'UNSC Archives,' their stories come to life, showcasing the critical role each plays in heroism's narrative. This project celebrates their unsung contributions, embodying the essence of heroism in every detail of their work.
Agency: 215 McCann
Advertiser: Microsoft, Xbox
Director: Isaiah Seret
Production Company: Biscuit Filmworks
Post: Company 3, Method Studios
Creative Director: Brad Meyers
Producer: Nina Ulbrich
Account Supervisor: Chris Levy
Become Master Chief
AR Experience
For the launch of Halo Infinite, we redefined the concept of heroism by unveiling a surprising secret: behind Master Chief's visor is all of us. Through a custom AR experience, fans inserted their faces into Chief's iconic helmet. Not only were they able to create individualized versions of themselves as Master Chief, their generated version was masked onto the :30 commercial, and they were able to see themselves as MC in action! Creating over 300,000 unique custom commercials, this innovative campaign transformed Master Chief into a symbol of diverse heroism, resonating with fans worldwide.
