The marketing idea needed to be big enough to matter to our broadest group; but feel genuine and authentic to our core.

At the center of the Halo universe is a simple story focused on a hero, Master Chief. As his story unfolds through the trilogy, it is full of tales of bravery, duty, sacrifice, friendship, and selflessness. These themes are consistent with the qualities of real heroes and classic storytelling throughout history, they are universal and timeless – they speak to all of us.

To garner interest outside of hard-core video game fans for the release of Halo 3, we created an emotional campaign that emphasized the heroism and humanity of its lead character Master Chief that included:A “Museum of Humanity’ An actual 1200 ft diorama A film of that diorama for TV and CinemaAn immersive online diorama websiteWeb films of ‘war veterans’A fictional documentary of the diorama ‘Making Of’A touring exhibit of fictional war photographyMuralsGuerilla elementsFictional music programs A tour of the dioramaEven postage stamps

The result? Halo 3 became the biggest release in entertainment history.