With the launch of ‘Halo 4’ on November 6, twofifteenmccann and Xbox have kicked off the marketing campaign with a trailer, called "Scanned", that looks to change the perception of Master Chief as an unstoppable hero. For most, this will be the first time seeing Master Chief in a position of weakness, setting up a David vs. Goliath confrontation found in ‘Halo 4’, the first instalment in the Forerunner Saga. The trailer debuted on Jimmy Fallon on 10/18 which has ignited twitter with anticipation and is the start of a larger integrated global effort to introduce a new evil to the Halo franchise.
In ‘Scanned’, Master Chief’s mind is violated by a powerful new enemy that discovers both his strengths and weaknesses. Shedding light on the rich, but for the most part, unknown back story of John-117: from his early childhood and involuntary recruitment into the Spartan program, through his physical augmentation and the first time he donned his iconic armor, to an intense battle scene that features the newest enemies to the Halo Universe.
View 'Scanned' below:
“We were excited to reveal some of the moments in Master Chief's life that helped define the person under the armour. At the same time, it was a great way to show the power of the enemy that Master Chief will have to contend with,”said Chief Creative Officer Scott Duchon
twofifteenmccann partnered with renowned Hollywood director David Fincher as Executive Producer (‘Fight Club’, ‘The Social Network’, ‘The Girl with the Dragon Tattoo’) and Tim Miller as Director. (Acclaimed visual effects lead on ‘Scott Pilgrim vs. the World’, ‘The Girl with the Dragon Tattoo’). Halo 4 was developed by 343 industries and published by Microsoft Studios exclusively for Xbox 360, Halo 4 launches November 6.
twofifteenmccann is an award-winning creative and strategic agency specialising in media agnostic ideas for brands. Based in San Francisco, twofifteenmccann’s work is rooted in a philosophy of purposeful creativity. Clients include The Coca-Cola Company, Microsoft, Nestle among others.
Chief Creative Officer: Scott Duchon
Associate Creative Director/Writer: Joe Rose
Associate Creative Director/Writer: Neil Bruce
Director of Integrated Production: Tom Wright / Alex Spahr