When you've already created the kind of visual tour de force of game engine animation that McCann whipped up (with help from Digital Domain) for the Gears of War
launch, where do you go next? For the launch of Halo 3, McCann San Francisco, its TAG group and AKQA broke from the game animation mold and created history, literally. McCann/TAG spearheaded the "Believe" campaign which includes an ARG, films and a site based around an intricately detailed diorama depicting a "historic" battle within Halo (Read about the idea behind and the making of the campaign here
The Ralph Wiggums among you will ask at this point: "what's a diorama?" Well, it's 1,200 square feet of real world Halo mythology that includes over 1,000 individually-rendered four inch figurines modeled from scans of human faces, and tiny recreations of all the weapons and alien enemies featured in the game. It's the drop dead visual heart of a campaign that, like GOW, seeks to snare a wider audience than the hard core fans for whom a sunrise and a Halo 3 purchase are equally likely events on September 25.