Client: Halo, Xbox
Role: Art Direction and UX for Tumblr, Art Direction for Season 1 keyart.
In order to reignite the Halo fandom for the release of Halo 5: Guardians, Xbox and 343 Industries wanted to create “the most social video game campaign ever”–not only generating massive buzz, but sustaining it from the first TV spot in March through E3 in June.
And so was born the epic audio series, “HUNT the TRUTH.”
Unfolding from the perspective of an “everyman” character, fictional journalist, Benjamin Giraud (voiced by Keegan-Michael Key), the narrative was crafted to ease mainstream listeners into the deep fiction by playing on universal themes of danger, trust, heroism, and betrayal.
The experience began when the featured hashtag #HUNTtheTRUTH led users to Giraud’s Tumblr. From there, the story twisted and turned, one audio episode at a time, bringing listeners deeper into the Halo universe. Ben’s investigation brings him to all corners of the galaxy, as his investigation is sometimes helped, sometimes hindered by an ensemble of characters: Petra Janecek (Cobie Smulders), Mshak Moradi (Kumail Nanjiani), Ray Kurzig (Phil LaMarr), FERO (Janina Gavankar), Anthony Petrosky (Troy Baker), and many more.
The audio series was among the top 1% of public podcasts and generated more than 5.5 million listens. Throughout the first season it posted a high mark of #1 in Video Games and #16 overall on the iTunes Podcast charts and was favorably compared by fans to the highly-acclaimed podcast Serial. At year’s end, the series was selected for iTunes Podcasts Best of 2015.