Halo Infinite
It’s been 15 years since its last major release, yet Halo remains one of Xbox’s most storied franchises. Microsoft challenged us to come up with a campaign as epic and emotional as its predecessor, Believe, as a way to excite both an older generation of gamers who grew up with the franchise, as well as a younger generation brand new to it. With that in mind, we sought to evolve the story from where we left off with Believe and the game’s hero, Master Chief. In Believe, Master Chief made us believe in him. In our campaign, Become, he makes us believe in ourselves. We welcomed anyone and everyone to step inside Master Chief’s armor and take on his heroic qualities to become their own version of Master Chief.
I helped 215 McCann come up with the campaign platform. It was the very first concept pitched to the Xbox marketing team and the only idea they needed to hear to be convinced to buy off on it.
ClientMicrosoftAgency215 McCannRoleconcept development
Become is a celebration of true heroism through the lens of humanity and vulnerability.
Heroism isn’t something reserved solely for the game’s hero, Master Chief. Throughout human history, heroes have always risen when called upon. It’s the unsuspecting acts of heroism, where ordinary people Become their own versions of Master Chief that inspire humanity. These are their stories.
We've always believed in heroes, now it's time to become one.
For the first time ever, the face beneath Master Chief’s visor has been revealed. We’re all Master Chief – literally. Through an online digital experience, fans could scan their faces and become the game’s hero themselves.
