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.