Creatively, the work moved far away from the gaming conventions of high-gloss graphics and visuals of futuristic clichéd superheroes. Instead, the Museum of Humanity idea, and the war photography exhibition we created within it, told the human stories behind the action and events in the game. This presented the game in a new light to a non-gaming audience, and gave gamers a new insight into the story of the game they were eagerly anticipating.To maximise engagement, we shot a documentary film about our photographer, Jake Courage, looking back on his life and work, and exhibited it alongside a selection of his black and white photographs. We also engaged the online gamer community, and now Jake and his family are immortalised in official Halo universe lore in the Halo wiki.

By repurposing visuals from the TV campaign, the additional client investment in the Jake Courage campaign was minimal, limited to actually building the infrastructure of the campaign. On a total budget of £10,000, we know that we reached many people in cinemas, including a few light-fingered fans who stole the photography from the walls. PR across online & offline titles has also helped drive site traffic past 11,000 unique users globally, a figure still growing for a true long tail campaign, with an average dwell time still of over 3 minutes. Halo 3 hit its ultimate goal of being the largest entertainment launch of all time, surpassing even Pirates of the Caribbean 3 in global opening weekend revenues with $300m pulled in.