"Believe" Campaign
The last major advertising campaign before and during Halo 3's release was a series of videos marketed with the tagline "Believe", beginning September 11, 2007. These videos, with an estimated cost of $10 million, were directed by Rupert Sanders (known for video game advertisements) and made to depict a generic representation of a single battle in Halo 3. Live-action videos featured elderly war veterans at the "Museum of Humanity" reminiscing about the Human-Covenant war and the role the Master Chief played. The Believe website allowed visitors to pan the length of a massive diorama over 1,200 square feet (110 m2) in size and over twelve feet tall, with handcrafted human and Covenant figures represented at one-twelfth scale. According to Microsoft, the unusual presentation of a model rather than computer graphics was chosen to look at "the themes that lie at the heart of the Halo trilogy—war, duty, sacrifice, and most importantly the heroism of Master Chief."
The diorama was built through a collaboration between Los Angeles, California-based New Deal Studios and Stan Winston Studios. Director Rupert Sanders had actors stand in for the marines, capturing their facial expressions and using them as the basis of the miniatures. Character assets from Bungie, including alien models and armor, were recreated and rebuilt for reuse. The twisted city ruins the diorama is set in were inspired by bombed-out Afghanistan suburbs. Special attention was paid to creating a photo-realistic setting which was recognizably Halo.
Read more about this topic: Marketing Of Halo 3, Promotional Videos
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