Master Chief Is Dead? Halo 5 Campaign Targets 'Fallen' Hero

Has the Great Leader Gone, for Good?

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Earlier this year, Twofifteen McCann and Microsoft Xbox cast murky shadows on the celebrated reputation of Halo's celebrated leader Master Chief. In an effort to promote the upcoming Halo 5: Guardians, they released a pair of spots showing a harrowing confrontation between the Chief and soldier Spartan Locke from both their points of view, as well as a Serial-style podcast. Both called into question the iconic leader's real intentions. Last week Xbox delivered world-shattering news -- that the great Master Chief is dead -- in yet another teaser.

But again, that's just one side of the story. A second ad, "The Hunt Begins" debuted this weekend during AMC's season finale of Fear the Walkng Dead and revealed that apparently, Master Chief is still very much alive. The video makes it seem as if he's wreaking havoc on society and recruiting others to join him -- so he's become the target of a massive hunt by Spartan Locke. Still, however, we have no idea what is driving him. That's to be discovered when the game hits shelves on October 27.

Both ads were directing in riveting, apocalyptic style by Furlined's Henry Hobson, director of the indie zombie film starring Abigail Breslin and Arnold Schwarzenneger, "Maggie."

The campaign also includes a "Visualizer" that pulls together fan conversation on social media into a 3D particle animated image. Each particle reveals a fan comment and will shed light on the audience's thoughts on what's become of Master Chief throughout the launch.

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About

Credits
Date
Oct 05, 2015
Agency:
twofifteenmccann
Chief Creative Officer:
Scott Duchon
Client:
Microsoft Xbox
Creative Director:
Neil Bruce
Creative Director:
Ezra Paulekas
Art Director:
Steve Couture
Art Director:
Ryan Carver
Director of Integrated Production:
Alex Spahr
Producer:
Ben Latimer
Senior Producer:
Alex Lee
Assistant Producer:
Brandon Chen
Business Director:
Peter Goldstein
Account Director:
Drew Porter
Assistant Account Executive:
Sam Brody
Director of Business Affairs:
Marybeth Barney
Production Company:
Furlined
Director:
Henry Hobson
President:
Diane McArter
Executive Producer:
Robert Herman
Producer:
Aristides McGarry
Production Manager:
Dominika Wosik
1st AD:
John Lowe
DOP:
Alwin Kutchler
Production Designer:
John Beard
1st AC:
John Evans
Gaffer:
Julian White
Production Service:
Radioaktive Films
Executive Producer:
Darko Skulsky
Producer:
Sasha Bevka
1st AD:
Dennis Sonin
Art Director:
Vladimir Radlinskiy
Wardrobe:
Vasyl Bondarenko
Makeup:
Irina Belina
SFX Company:
Snowbusiness
SFX:
Alexandr Suvorov
Production Manager:
Nick Semko
Production Service:
True North Iceland
Line Producer:
Rafnar Hermannsson
Production Manager:
Jón Lindsay
Assistant Director:
Harpa Elisa Porsdottir
Location:
Frikki Ásmundsson
Pilot:
Jon 'Spadi' Bjornsson
Coordinator:
Guðrún Lilja Magnúsdóttir
VFX:
Legacy Effects
Supervisor:
J. Alan Scott
Key Artist:
Blake Bolger
Key Artist:
Jesse Gee
Art Department:
Dave Merritt
Art Department:
Damian Fisher
Art Department:
Michelle Deville
Art Department:
Tracy Roberts
Art Department:
Dave Monzingo
Art Department:
Marilyn Chaney
Art Department:
Greg Smith
Art Department:
John Cherevka
Art Department:
Won Song
Art Department:
Mark Killingsworth
Art Department:
Brian Claus
Art Department:
Mike Williams
Art Department:
Gary Yee
Art Department:
Frank Rydberg
Art Department:
Walter Phelan
Art Department:
Derek Rosengrant
Art Department:
Chris Zega
Art Department:
Mazena Puksto
Art Department:
Tom Ovenshire
Art Department:
Nick Seldon
Art Department:
Jaime Siska
Art Department:
James Springham
Art Department:
AJ Venuto
Art Department:
Jake Roanhaus
Art Department:
Brian Dooley
Art Department:
Chris Grossnickle
Editorial Company:
Rock Paper Scissors
Editor:
Stewart Reeves
Assistant Editor:
Ben Reesing
Assistant Editor:
Jasmina Zaharieva
Producer:
Lean Carnahan-Dogruer
Executive Producer:
Angela Dorian
Executive Producer:
Linda Carlson
Visual Effects:
Method Studios
EVP, Global Production:
Gabby Gourrier
Executive Producer:
Stephanie Gilgar
Producer:
Pip Malone
Coordinator:
Julie Osborn
Compositing Supervisor:
Brian Delmonico
CG Supervisor:
Brian Burke
Animation Supervisor:
Keith Roberts
Music & Sound Design:
Pivot Audio
Creative Director:
Guy Amitai
Executive Producer:
Jonas Holst
Mix Studio:
Lime
Mixer:
Rohan Young
Mixer:
Jeff Malen
Executive Producer:
Susie Boyajan
Production Company:
Activetheory
Creative Director:
Andy Thelander
Interactive Director:
Michael Anthony
Executive Producer:
Nick Mountford
Senior Producer:
Annie Chen
Developer:
Rachel Smith
Developer:
Nathan Gordon
Developer:
Brad Peters
Designer:
Rafael Dante
Composer:
Guy Amitai
Composer:
Erik-Jan Grob
Sound Design:
Nati Zeidenstadt
Sr. Creative Director:
Ben Walsh
Flame Lead:
Ian Holland
Color:
Company 3
Colorist:
Tom Poole
Producer:
Rochelle Brown
Producer:
Clare Movshon

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