Halo 3 Believe Campaign at Museum of Humanity

Microsoft Game Studios and Bungie Studios are preparing for the launch of Halo 3 (for XBox 360) on September 25 with an integrated campaign focused on the Museum of Humanity an online museum. The fictional monument to the battle fought in Halo 3 is explored in a series of videos celebrating the role played by hero Master Chief John 117.

Halo 3 Believe Miniatures

In “Ammo” Pawel Czernek, who fought for the United Nations Space Command between 2551 and 2581, chokes up as he recalls John 117. “We knew Master Chief was still in the fight.. He gave us hope.”

The behind-the-scenes ad, made from the perspective of years after the war, begins with an excerpt from a World War I poem by Wilfred Owen, The Next War, written in 1917.

Oh, Death was never enemy of ours!
[We laughed at him, we leagued with him, old chum.
No soldier’s paid to kick against His powers.]
We laughed, – knowing that better men would come,
And greater wars: when every fighter brags
He fights on Death, for lives; not men, for flags.”


The Halo 3 Museum campaign was developed at T.A.G./McCann, San Francisco, by executive creative directors Rob Bagot and John McNeil, group creative directors Scott Duchon and Geoff Edwards, creative director John Patroulis, art director Nate Able and Tim Stier, copywriter Mat Bunnell, and agency producer Hannah Murray.

Filming was shot by director Rupert Sanders via MJZ with executive producers David Zander, Lisa Rich, Marcia Deliberto, director of photography Chris Soos, and line producer Laure Boccaccio.

Miniatures in Halo Museum

Miniature Landscaping for the 30ft by 40ft diorama was developed at New Deal Studios, who host 33 photographs from the display. Miniature figurines were designed and produced at Stan Winston Studio.

For Matthew Gratzner, co-founder and creative supervisor of New Deal Studios, this “Believe” campaign was a rewarding opportunity to apply his team of artists’ talents from the feature film arena to the commercial, interactive and gaming worlds. “Being asked to build by hand a commemorative battle from this popular gaming experience was something that had never been done before,” comments Gratzner. “So it was a great honor to create what really is an art piece, and a frozen moment in time, all practically without the use of visual or digital effects.”

Gratzner notes that the best part is the overwhelming positive feedback from die-hard fans, as well as new followers of the ‘Halo’ saga, who are most excited by the diorama’s “authenticity.” So much so, that the diorama is scheduled to tour around the country at “Halo 3” launch events, as well as several museums.

Tank in Halo Museum

Editors were Andrea MacArthur and Paul Plew at Rock Paper Scissors, Los Angeles and Peepshow, London, with executive producers Cristina DeSimone and Liv Lawton, and producer Tricia Sanzaro. Colorist was Sean Coleman at Company 3.

Visual effects were developed at Method Studios by director Cedric Nicholas, executive producer Neysa Horsburgh, production manager Sue Troyan, producers Luisa Murray and Lisa Houck.

Sound was mixed by Loren Silber at Lime Studios.

Chopin’s Prelude in D Flat Major, Op. 28, No. 15 (Raindrop) was performed in the Ammo TV ad by Mike Lang, produced by Stimmung.

Microsoft is releasing more videos, Hunted and Translator on September 25, directed by Simon McQuoid of Go Film, and Gravesite on October 1, directed by Rupert Sanders.


A veteran walks through a forest in the dark, remembering the war.

Click on the image below to play the video.

Enemy Weapon

Two veterans talk about the spiker as used by the Brutes.

Click on the image below to play the video.

Filming was shot by Simon McQuoid with director of photography Antonio Calvache.

See the Wikipedia article on marketing for Halo 3.


The Halo 3 Believe campaign won the Grand Prize at the Clio Awards 2008, and the Grand Prix at Cannes International Advertising Festival, 2008.