Microsoft

Taylor Smith - Sr. Director, Games Mktg. Comm.
Ryan Cameron - Sr. Global Mktg. Comm. Manager

twofifteenmccann *Lead Agency

Scott Duchon - CCO
Neil Bruce - Assoc. Creative Director
Peter Goldstein - VP, Business Director
James Robinson - Executive Creative Director
Gabrielle Tenaglia - SVP, Director of Planning

Starcom MediaVest Group *Lead Agency

Jonathan Chin - SVP, Comm. Directior

Halo 3 was enormously successful, but after five years without a new game, Halo was on the verge of becoming obsolete. Halo 4 needed to reignite passion to save the franchise. We found that gamers wanted the games faceless hero, Master Chief, to show some vulnerability instead of being invincible. We focused our campaign on building up the enemy and recasting Master Chief as the underdog. It worked beyond expectations and reestablished Halo in the first person shooter genre.