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.
Halo is one of the biggest game series on the planet, but the fans were underwhelmed with the Halo Infinite teaser and disappointed with the launch delay. A year later we were tasked with creating a standout moment that would show that the game was now a work of art. We needed to remind our core gamers of what made them fall in love with the Halo Universe in the first place and make them believe in the beauty and ambition of the new game. Together with artist Iva Troj, we made Halo Infinite into a beautiful Renaissance style 6x3 metre Masterpiece, packed with references and easter eggs from the previous games. The painting was exhibited in the Saatchi Gallery, London and The Louvre, Paris. To further promote it, we made a single shot film, slowly zooming out from the centre of the piece until full reveal in situ at the Saatchi Gallery, with the Halo theme song performed by a live choir.