Xbox Halo 3

Shooting a Hero

Agency: McCann Erickson / T.A.G

Role: Middle Weight Creative

Creative Director: Scott Duchon

Awards: Cannes Lion Grand Prix Titanium, D&AD Yellow Pencil, Andy Award, Campaign Big Award. Board’s Report named me ‘Top 10 Art Directors’. (2008)

The brief was to launch Xbox’s game Halo 3 using diorama assets from McCann San Fran. We came up with the creation of Jake Courage, a fictional war photographer who documented the final stand of Master Chief. We treated him like a genuine war photographer and created a website, wikipedia page and documentary about his war photography. We also held exhibitions of his ‘work’ in cinemas across UK and wrote fictional plaques underneath the images. These plaques detailed personal accounts from the soldiers he photographed and was inspired by. Many of the photographs were stolen and ended up on ebay selling for thousands. (Maybe I should print more out…)