Wednesday, September 12, 2007 9:00 AM
by
johnporcaro
Believe
We've been working on a new series of Halo 3 advertising spots for TV and the web that are going to run starting today. The first of the films, entitled “Museum,” premieres today on http://games.yahoo.com, and you'll get a sneak peek at "Diorama" on Friday Sept. 14 at 9 a.m. PST, as well as a feature on the making of the diorama, entitled "Ammo".
The "Diorama" work will make its TV debut during NFL Football on CBS Sunday Sept. 16. The full series of web films honoring the heroism of Master Chief will also be available on Xbox LIVE Marketplace and http://www.halo3.com/believe starting September 14.
More from the media alert:
A Hero Must Rise. Believe.
Every so often individuals are called upon to rise above themselves and act in a selfless manner – to help, to protect, to defend those in need. We call these people, who rise up in the face of great adversity, heroes. One such individual’s story is about to be told worldwide. On Sept. 25, “Halo 3’s” epic hero Master Chief will rise once again – he’ll face seemingly insurmountable odds with the entire fate of the galaxy riding on his shoulders.
In memory of this hero, and helping build to what promises to be the largest entertainment launch in history on Sept. 25, a series of dramatic and evocative communications elements, created by McCann San Francisco, T.A.G., AKQA, and Microsoft Global Marketing will offer a stirring look at the “Halo” universe and Master Chief.
Certain to catch the imagination of audiences around the globe, the ads are unlike any video game advertising ever created, and offer a powerful look at the world of “Halo”. Uniquely, the campaign experience does not focus on “Halo 3’s” graphics or gameplay, but instead looks at the themes that lie at the heart of the tale that spans the entire “Halo” trilogy: duty, sacrifice, and most importantly, heroism.
The central element that much of the integrated marketing campaign centers on is a painstakingly accurate replication of a key moment from a climactic battle set in the "Halo" universe. At over 1200 square feet, reaching a height over 12 feet above the ground and with each handcrafted human and Covenant figure standing eight to twelve inches high, the diorama was large enough to fill an entire studio.