Every Halo launch has been a big event amongst the gamer audience, but we wanted more for Halo 3. The ‘Believe’ campaign sought to reposition the protagonist of the Halo series as the hero and saviour of mankind – within which we created a war photographer, Jake Courage, who had been stationed on the front lines in the Halo wars. We then exhibited a selection of his photos, which show the emotion and power of the story and action in Halo 3, both physically in cinemas across Britain and online. We also shot & ran a short documentary on his life and work, again in cinemas and at www.jakecourage.com.

The key tents of the work were authenticity and content – the desire was for it to look like a genuine black and white war photography exhibition. We built exhibition stands in the 10 highest-traffic cinemas available in the UK, to showcase the photos, and ran a documentary film on the foyer TV screens in a total of 68 cinemas. Online, the entire experience lived in its own exhibition microsite, as well as being mirrored in the xbox.com/halo branded destination. Jake as a character was also written into official Halo lore on the Halo wiki.