Become.
A Halo Infinite launch campaign for Xbox
Challenge
Halo was an aging franchise in a competitive landscape. We needed to create an emotional connection that Fortnite dance emotes couldn’t compete with.
Idea
Make every player feel like a hero, not just play one on TV. We redefined heroism as something we are all capable of.
Execution
Transform Master Chief, the most iconic video-game hero of all time, into a symbol of the courage, grit, and goodness inside every player.
Phase 1: Re-introduce Master Chief
A teaser film dramatized the creation of Master Chief’s new armor set for Halo Infinite. An invitation for players to step inside.
Phase 2: Redefine heroism
The UNSC Archives were short films about ordinary people demonstrating extraordinary effort to support Master Chief.
Phase 3: Become a hero
A broadcast film reframed Master Chief as one of many torchbearers of heroism throughout history.
A companion digital experience empowered players to map their faces into Chief’s helmet and share a personalized clip on social.
Obama Chief
George Takei Chief
Dwight Howard Chief
Hillary Chief
Wilford Brimley Chief
Selena Gomez Chief
Patti Harrison Chief
Press
Hypebeast, Adweek Ad of the Day, Adweek Ad of the Day, Creativity Editor’s Pick, Creativity Editor’s Pick, Muse, CNN, SHOOT Online, Uproxx, Informed Pixel, Yahoo Entertainment, Engadget, Hypebeast, LBB, Adweek, LBB, Best Ads On TV, Pinkvilla, The Drum, Shots.net, LBB
Credits
CD: Brad Meyers
ADs: Alper Kologlu, Steve Couture & Tor Kologlu
Producers: Nina Ulbrich, Christine Hurty & Neile Weeks
Awards
2023 / Effie / Silver / Gaming & E-Sports
2022 / ANDY Awards / Gold / Craft
2022 / Webby Awards / Nominee / Branded Video Series
2022 / Shots Awards / Bronze / Direction
2022 / Clio Entertainment / Silver / Copywriting, Editing, Live Action Trailer, Creative Content
2022 / Clio Entertainment / Bronze / Longform Social Video
2022 / Clio Entertainment / Silver / Live Action Trailer, Editing
2022 / London International Awards / Bronze / Original Song
2022 / D&AD / Shortlist / Copywriting
2022 / ANDY Awards / Gold / Craft
2022 / Webby Awards / Winner / Media & Entertainment
2022 / Webby Awards / Honoree / Best Use of Social Media
2022 / Webby Awards / People’s Voice Winner / Best Visual Design
2022 / ADC Awards / Bronze / Interactive
2022 / Clio Entertainment / Silver / Fan-Driven Content
2022 / Clio Entertainment / Bronze / Microsite
2021 / Clio Entertainment / Silver / Games: Audio/Visual
2021 / FWA of the Day / Dec. 24