HALO BECOME
INSIGHT
Superheroes fatigue is real, and the Master Chief still represented an outdated heroic trope. Tough. White. Male.
STRATEGY
Reintroduce Master Chief by not showing him, but showing the heroism he inspires in others
CREATIVE IDEA
We broke one of Xbox most closely held secrets revealing Master Chief’s identity… as all of us. Through a custom digital experience gamers put themselves behind the helmet giving Xbox’s iconic hero new faces. And new meaning.
Launch film
Teaser
Social activation