THE INTRO
Halo 5 needed buzz ahead of launch, but traditional marketing wasn’t going to cut through.
The opportunity was to turn anticipation into participation.
THE CHALLENGE
Press releases and standard campaigns create awareness.
Halo needed something fans could engage with, not just watch.
THE INSIGHT
Halo fans don’t just consume the story. They solve it together.
THE IDEA
A global puzzle hunt that turned the community into collaborators, uncovering the story of Halo 5 in real time.
THE SYSTEM
We built a distributed experience across channels, platforms, and regions.
Clues were seeded globally, designed to be discovered, shared, and solved collectively. Each moment fueled the next, turning individual discoveries into community momentum.
THE ACTIVATION
Digital puzzle pieces hidden across global media and channels
Social and influencers amplifying discovery in real time
Fans collaborating to unlock narrative elements together
The campaign unfolded as a live, shared experience.
MY ROLE
Led creative and strategic direction, including concept development, global rollout, and execution.
THE RESULTS
Tens of thousands of fan posts and conversations
Hundreds of earned media stories
36+ hours of active global coverage
The campaign helped drive record-breaking pre-orders and launch-day sales.
Recognized with multiple industry awards, including DMA ECHO, ADDY, and MIXX.
FAN RESPONSE:
“God damn the marketing for this game is awesome.”
“HUNTtheTRUTH is amazing…”
“Watching this unfold is super fun”
“This is getting exciting!”
“HUNTtheTRUTH is amazing…”
“Watching this unfold is super fun”
“This is getting exciting!”
CLIENT COMMENTS:
“Excellent work. Something to remember and be proud of.”
“Killed it on a massive global effort.”
“An absolute blast.”
“Killed it on a massive global effort.”
“An absolute blast.”
