| Title | Master Piece |
| Agency |
Edelman
|
| Campaign |
Master Piece
|
| Advertiser |
Microsoft
|
| Brand |
Xbox
|
| Posted | November 2022 |
| Business Sector | Video Games/Consoles
|
| Story | Outside the gaming world, gaming is not considered to be high culture – it’s something you do to pass time.We knew Halo Infinite was not only worth the wait, but that it was a work of art. It was a masterpiece – with Master Chief at the center – belonging in the finest museums. So why not put it there?Together with acclaimed artist Iva Troj, we created a 6x3 metre, renaissance, oil-on-canvas painting. Filled with hints and hidden references (easter eggs) about the new game and Halo culture for true Halo fans.Our Halo Infinite Master Piece was displayed at Saatchi Gallery in London and The Carrousel du Louvre in Paris.To launch the Master Piece across earned and owned channels we created a film that reveals the epic painting on the gallery wall in one continual pull-back, accompanied by a live choir singing the Halo theme. |
| Problem | Halo Infinite is a visual masterpiece, belonging in the finest museums.So Xbox and artist Iva Troj put it there. |
| Media Type |
Web Film
|
| Regional Chief Creative Officer |
Mattias Ronge
|
| Regional Chief Creative Officer |
Stefan Ronge
|
| Executive Creative Director |
Jamie Cordwell
|
| Associate Creative Director |
John Wilds
|
| Associate Creative Director |
Thiago Campos
|
| Associate Creative Director |
Eiji Kozaka-Cavalcanti
|
| Project Manager |
James Donovan
|
| Associate Client Director |
Amy Dyson
|
| Head of Production |
Emilie Verlander
|
| Producer |
Leila Maktari
|
| Social Lead |
Adam Jenkins
|
| PR |
Will Beckett
|
| Marketing Lead |
Sam Bateman
|
| Brand Communications Manager |
Rose Buahin
|
| Communications Manager |
Paul Almond
|
| Artist |
Iva Troj
|