ABOUT
Fans were underwhelmed with Halo Infinite teaser and disappointed with the launch delay. Xbox boss Phil Spencer said “I’ll apologise to the fans”
A year later we were tasked with creating a key standout moment for the launch that would show that the latest game was now a work of art.
It needed to be an epic statement of arrival; something to show off the real beauty of the game; the rich storytelling and stunning visuals.
Objectives:
• Counteract negativity and get people excited about the launch again
• Entice lapsed Halo players back to the game
• Remind fans why they love the Halo universe
Outside the gaming world, gaming is not considered to be high culture – it’s something you do to pass time.
We knew Halo Infinite was not only worth the wait, but that it was a work of art. It was a masterpiece – with Master Chief at the center – belonging in the finest museums. So why not put it there?
Together with acclaimed artist Iva Troj, we created a 6x3 metre, renaissance, oil-on-canvas painting. Filled with hints and hidden references (easter eggs) about the new game and Halo culture for true Halo fans.
Our Halo Infinite Master Piece was displayed at Saatchi Gallery in London and The Carrousel du Louvre in Paris.
To launch the Master Piece across earned and owned channels we created a film that reveals the epic painting on the gallery wall in one continual pull-back, accompanied by a live choir singing the Halo theme.
• The campaign resulted in the biggest ever launch for a Halo game in the franchise’s history, with 20M+ players
• 18M watched on social
• The launch film achieved over a million views in less than 12 hours
• Over 520 million people reached via 39 articles across 7 countries – coverage links below
• 6,849,843 views across social channels – YouTube, FB, IG and Twitter
• 17,680,943 reach across social channels – YouTube, FB, IG and Twitter
• 301,894 engagements across social channels – YouTube, FB, IG and Twitter
• 97% positive sentiment
MADEIT CREDITS
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XboxClient
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Jamie CordwellECD -
John WildsACD Copywriter -
Stefan RongeEMEA CCO -
Will BeckettPR -
Edelman -
James DonovanProject Lead -
Thiago CamposACD Art Direction -
Emilie VerlanderLead Producer -
Amy DysonAssociate Client Director -
Leila MaktariFilm Producer -
Mattias RongeCCO
Back to Master Piece project
Ani Plankova
Artist,Graphic Designer,Digital Artist Freelancer
Bulgaria
Terence
Freelance Senior Experience Designer / Illustrator
United Kingdom
Nicole Susantriston
Artcollector, NFT marketplace
Switzerland