Efforts to promote Halo 5 began well before its October 2015 launch date, cementing a truly momentous struggle between Master Chief and Spartan Locke, a new character entering the franchise. The Hunter (Locke) vs the Hunted (Master Chief).

But it’s an impossible task to make anyone believe that Chief could be a villain. Seriously. Just look at that armor.

Key Insight: The only thing worse than a villain are men who believe.

We set up the central idea that when it's our beliefs that drive us, we can do things either miraculous or villainous, depending on whose perspective we look from. It’s the only way to make Master Chief feel realistically evil - to have him view himself so right that he couldn’t be wrong, no matter the consequences. This was the central driving idea behind the OLVs and other digital assets we made for the launch. In addition, we built a digital interactive experience pitting the creeds of our two characters against each other, and rewarded viewers for fully interacting with the rich back and forth discourse and videos we created.

Resulted in passing client expectations for impressions and click through within the first week of the experience and helped cement a great launch for Halo 5 overall.