We commissioned six world-renowned street artists to hand-paint three giant murals across 1,000 square metres of wall space, delivering a magnificent piece of artwork.

The beautiful craftsmanship and sheer intensity of the work perfectly captured the rich detail and emotion of Halo Reach, and brought the game to life like never before.We identified Westfield London – Europe’s most premium retail and entertainment destination – as the perfect urban canvas. It would give us an iconic backdrop for a blockbuster launch, and would allow us to tie in seamlessly with PR and retail. It was the first time murals had ever been hand-painted on such a scale in Europe, and a global first for shopping centres!To capture the birth of this icon, and to allow fans could spread the story far and wide, we created and seeded a captivating film. It was a PR masterpiece.

1 million people saw the artwork, and immediately posted their reactions on Twitter and Facebook: (“Reach artwork on side of Westfield. AWWESOOOMEE!”)600,000 viewed and shared the video online, and traffic to xbox.com increased 23%.Halo Reach soared to the top of the charts, with sales of £20m in week one alone and sales at Westfield’s Game 30% above projected figures.Paul Evans, Xbox EMEA Head of Media, said:“This ambitious project demonstrated how even the “last true broadcast medium” can be curated in order to deliver a spellbinding cocktail of storytelling and social impressions beyond the media placement itself. Outstanding!”